THE SITUATION

By 2016 the Adelaide Symphony Orchestra's ticket sales had fallen four years running, and its subscribers were ageing faster than they were being replaced. The season brochure looked corporate.

THE BRIEF

From 2017 the orchestra wanted us to turn ticket sales around and bring in new audiences, without losing its loyal subscribers.

WHAT WE DID

We started with the brochure, the first thing most people see. We made the case for replacing the soloist and conductor headshots with original artwork for each concert, interpreting its music so people felt something before they heard a note. New audiences got a reason to look twice and subscribers got something fresh. It ran through posters, press and online.

THE RESULT

Ticket sales rose 26% in the first season. By 2018 box office was up 60%, and subscriptions grew 22% in one year. Strong programming and a new conductor played their part.