Problem How do you raise awareness about a new music direc- tor? Solution Use out of home targeted at concert goers. Background The Los Angeles Philharmonic is widely regarded as one of the most innovative and forward-thinking orchestras in America. The 2008-09 season marked the end of world-renowned music director and conductor Esa-Pekka Salonen’s tenure. His successor, Venezuelan-born Gustavo Dudamel, was recently named one of Time magazine’s “100 Most Influential People in the World for 2009.” With the arrival of the new music director, the LA Philharmonic was challenged with planning and marketing the change in its leadership to Los Angeles and its core clientele. Objective The target audience for the advertising campaign was college-educated, affluent Angelenos who enjoy

Join for free to read