First NoteClient: Boston Symphony Orchestra
Copy: Anjana Patel & Lindsey Polevoy | Art: Santiago Ferrer
The Background
The Boston Symphony Orchestra (BSO), a renowned US orchestra, offers Casual Fridays, a non-traditional classical music experience aimed at introducing various aspects of classical music to audiences.
The Ask
Develop a compelling new brand positioning for Casual Fridays in order to increase ticket sales and web views by changing existing perceptions of attending the BSO.
Attending the symphony has an intimidating stigma with many consumers , but the BSO is now bringing classical music to new listeners by offering a chance to enjoy artistic conversation—literally and musically—in an informal way via “First Note.” From the first note, they’ll be enchanted.
The Idea
Mission Statement: We create a space for classical music newcomers to get swept up from the first note and interact up close with performers
Brand Personality/Tone: Encouraging, welcoming, accessible, friendly
Tagline samples:
Your easy introduction.
Classical music, beginning with the first note.
Classical music that’s anything but classic.
Brand Kit
Social - Instagram
IG Story
IG Post
IG Post
Caption:
Your first step onto soon-to-be-not-foreign soil. With our immersive concert series, BSO brings you a taste of classical music with shortened programs and audience-driven evenings. Make the world of symphony music familiar ground with #BSOFirstNote.
Social - Facebook
FB Story
FB Cover
FB Post
Caption:
Your first time at the symphony shouldn’t be intimidating. BSO First Note is an immersive, audience-forward classical music experience. You’ll be swept away from the #BSOFirstNote!
FB Post
Caption:
What's stopping you from going to the symphony? Introducing BSO First Note, an immersive experience for classical music newbies and veterans alike — with shorter concerts and affordable tickets. #BSOFirstNote
Email & Website Banner
Work done as a copywriter in AdLab
AdLab is the country’s largest student-run agency working with real-world clients, operating out of the College of Communication at Boston University.