CSO
The CSO is one of the cultural icons of Chicago and one of the most respected orchestras in the world.
Task: Communicate the brand benefit in a way that appeals to a younger demographic without alienating their core audience.
Process: Existing research and focus groups were used to determine the core benefit of a night at the CSO. The insights gathered from this research were used to develop a visual language for the brand concept, “The Experience Stays with You.” The “instrument head” campaign was executed in print, newspaper, out-of-home and online.
Results: The campaign helped the CSO maintain consistent subscription sales while increasing single ticket sales, largely comprised of new customers.
The CSO is one of the cultural icons of Chicago and one of the most respected orchestras in the world.
Task: Communicate the brand benefit in a way that appeals to a younger demographic without alienating their core audience.
Process: Existing research and focus groups were used to determine the core benefit of a night at the CSO. The insights gathered from this research were used to develop a visual language for the brand concept, “The Experience Stays with You.” The “instrument head” campaign was executed in print, newspaper, out-of-home and online.
Results: The campaign helped the CSO maintain consistent subscription sales while increasing single ticket sales, largely comprised of new customers.
