Thank you so much for all the online advertising for ‘This is Rattle and Always Moving’. It really helped us get the season off to a great start, and created a lot of buzz around Simon Rattle’s tenure with the LSO. We’re all delighted.
KC, Marketing Director, LSO
Having performed across the globe since its inception in 1904, the London Symphony Orchestra (LSO) has firmly established itself as one of the top five orchestras in the world. The LSO now performs over 120 concerts a year at the Barbican Centre in London and boasts more recordings to its name than any other orchestra in the world.
With rising costs and new forms of entertainment and technology taking audiences away from live performances, LSO is under growing pressure to cater to a younger and more diverse audience, increase ticket sales and measure the impact of its marketing and advertising.
The LSO required a partner to help position themselves at the forefront of innovation and challenge existing notions of classical music. With the appointment of new Musical Director, Sir Simon Rattle, all eyes are on the LSO and the concert hall changes that could take place under his leadership.
Velo has been working with the LSO since 2011, promoting concert performances with a strategic multi-channel approach. Our favourite pieces include:
Using digital paid media campaigns to promote St Luke’s, a converted church belonging to LSO as a location for weddings, conferences and drinks receptions. Supporting the LSO’s album releases and recordings sold through LSO Live and their education department, LSO Discovery.
Managing the LSO’s Google Ad Grant account activity as part of Google’s CSR programme, using it to encourage schools and arts enthusiast to visit the orchestra.
Building a microsite and creating a video that encourages visitors to roll a dice to see recommended concerts. Designed to be of interest to a younger audience compared to the traditional LSO crowd.
Combining Paid Search, remarketing and social media ads to drive awareness and convert those who show a propensity to buy. We also supported a series of major outdoor and tube advertising campaigns with optimised display, search and social ads.
Our focus on combing traditional methods with multi-channel digital campaigns has resulted in a 6.16x ROI on ad spend from over 500 bookings in the last 12-months. We have helped to generate more than 5-million impressions and over 100,000 clicks to the LSO website and microsites we have helped to build, create and deliver.
We constantly measure our progress and optimise to ensure ongoing improvements, with the past two campaigns having seen a five-fold decrease in CPA. In particular, our support of the annual tube poster campaign resulted in the associated microsite ranking amongst the highest performing of all LSO digital media.
Fancy a chat? Say hello to Velo today! Contact us about a project