NASHVILLE SYMPHONY WINS LOCAL AWARD FOR INTEGRATIVE MARKETING APPROACH
May 14, 2009
KVBPR and Locomotion Creative Assisted With Award-Winning Campaign to Introduce Irrepressible New Maestro to Music City
NASHVILLE, Tenn. – The Nashville Symphony won top honors in the not-for-profit category at the Achievement Marketing Awards for its targeted, multi-channel communications campaign to drive traffic to its Web site and sell tickets. The American Marketing Association’s Nashville chapter hosted the ceremony, held on Wednesday, May 6.
Under the strategic counsel of KVBPR and creative direction of Locomotion Creative, the campaign leveraged the personality of the Symphony’s new music director, Giancarlo Guererro.
The program included multi-channel advertising, underwriting, mobile billboards and direct mail. A viral social media program promoted the creative portions of the campaign, while an aggressive media relations program concentrated on both performance- and business-related stories. The team also targeted bloggers and the Hispanic media with stories about Nashville’s new Costa Rican-born celebrity. Direct community outreach included speaking engagement and events.
The integrated communications efforts resulted in a 42 percent increase in Web ticket sales. In addition, during the Symphony’s ticket-sales kickoff event, overall sales increased 59 percent, special discount $15 ticket sales increased 80 percent and season ticket sales increased 39 percent.
“A tremendous amount of effort and collaboration went into the Symphony campaign, and it is very fulfilling to see it recognized in this way,” said Aileen Katcher, partner at KVBPR. “If not for the initial research conducted by Prince Market Research and the creative direction of Locomotion Creative, this campaign would not have been nearly as successful.”
About KVBPR Katcher Vaughn & Bailey Public Relations, Inc. (KVBPR) www.kvbpr.com was founded in 1996 and works with clients in healthcare, civic growth and development and other fields to position those companies strategically with the people who matter most. KVBPR develops and implements programs designed to align interests, build relationships and create success. The firm is a partner in WORLDCOM, a global consortium of independently owned public relations counseling firms.
