UPBrand was given the challenge of bringing Prokoﬁev’s little known Scythian Suite to potential patrons in a way that would create interest and excitement in the performance and result in an increase in ticket sales.
Our approach was designed to embrace the progressive nature of this piece by raising awareness for the performance using a tone, style and methods atypical of traditional symphony marketing.
UPBrand created a tongue-in-cheek campaign meant to capture attention in an unexpected, irreverent yet fun manner… inspired by the pure power of the music and its possible impact on Powell Hall (and concertgoers).
We delivered the message to audiences through a spoof video showing the doors being blown off of Powell Hall during rehearsal as well as digital and traditional billboards, radio, wheat paste posters, bus shelter posters, social media promotion, and direct mail.
All campaign elements drove back to a central campaign microsite designed to generate interest in Scythian Suite and ultimately drive ticket sales.
The campaign was a huge success. Many more tickets sold than what would have otherwise been possible. And, the campaign caught fire online – reported on by several regional and national news outlets.
“Save Powell Hall: Concert Marketing Doesn’t Get Any Better Than This”
The Boston Symphony tweets: “Ha. Ha. Amazing.“
An LA arts and music blog crows: “…By far, the best orchestral marketing and advertising effort I’ve seen lately — probably ever — is St. Louis Symphony’s “Save Powell Hall” campaign.”
STLMag.com states: “If we don’t take action now, Powell Hall is going to explode.”
St. Louis Business Journal says: “St. Louis Symphony uses surprise, humor to promote concerts”