Case study - LSO

Helping a global orchestra reach new audiences

 

The London Symphony Orchestra is one of the top five orchestras in the world. As their digital marketing partner for the past eight years, we help them with everything from producing landing pages and video content, to multi-channel paid media campaigns all year round. 

But it's about more than just bums on seats. We promote the LSO's live streams, latest recordings and international tours to help them engage with and captivate new audiences from across the world. 

The challenge

 

With an ageing classical music audience, cuts to Arts Council funding, and the rise of streaming services, growing the classical music audience has never been more of a challenge. As a result, the LSO must continue to be an innovative orchestra, and with the recent appointment of Sir Simon Rattle as Musical Director, are trying to push the boat out and disrupt the traditional perceptions of classical music.

Approach

 

We promote between 40-50 concerts a year, so a fair amount of planning is involved ahead of the season. All our plans are based on in-depth audience research and insight so that we build out a plan that uses the right channels for the right audience. We’ll always build in flexibility into this plan, so we can trial, test and learn new things, so we’re delivering value and reflecting the LSO’s innovative brand value with our campaigns.

As the LSO is a registered charity, we can leverage various non-profit offerings such as Google Ad Grants to achieve reach without it spending a penny.

Impact

 

The most recent impact from the work we do with the LSO has been:

“Velo have transformed how we communicate with our audience online. We’re an orchestra that likes to push the boat out, and with Velo on board, we’re trying so many things outside of the industry’s and our comfort zone”


- JJ
  Senior Digital Marketing Manager

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