updated: 10/18/2007 10:06:58 AM
The Indianapolis Symphony Orchestra says it is launching a new television ad campaign this week that will introduce its new 28-year-old Concertmaster Zach De Pue. The ISO says ticket sales for this season are strong and it is trying to build on that momentum with the new campaign.
Source: Inside INdiana Business
Indianapolis, IN (October 17, 2007) – The Indianapolis Symphony Orchestra will launch a new television campaign this week that casts the Orchestra in an engaging new light. Conceived and developed by three-sixty group, an Indianapolis-based marketing firm, the campaign is designed to use television’s powerful reach to impress audiences with the Orchestra’s spirited and light-hearted nature.
“We’re thrilled with this year’s TV campaign and the way it speaks to new audiences,” said Mark Newman, Vice of President of Marketing for the ISO. “Everybody knows the Orchestra is a critically acclaimed arts organization. We also want them to know that it is filled with musicians that are as personable as they are brilliant.”
The campaign also introduces Indianapolis audiences to Zach De Pue, the Orchestra’s new 28-year-old Concertmaster.
“The ISO is really pushing boundaries by appointing such a gifted young musician to such an important position,” said Kevin Cranfill, Associate Creative Director for three-sixty group. “We wanted to introduce Zach, and let him represent the ISO’s youthful side.”
The campaign is built around two 30-second TV commercials. One pairs De Pue with ISO Music Director Mario Venzago. In the second commercial, De Pue plays opposite Jack Everly, the Orchestra’s Principal Pops Conductor. Both spots use a minimalist backdrop to allow the personalities of the performers to truly shine.
According to Newman, the campaign showcases Venzago’s linguistic skills, Everly’s musical talents, and Zach’s youthful savoir-faire. The campaign also underscores the sharp sense of humor all three men possess. “They are extremely charming men,” says Newman. “The shoot was one long improvisation with exciting and unexpected results.”
Tickets sales at the ISO are strong, as the Orchestra rolls out a new season of compelling repertoire – including its innovative new Your Concert Your Way series. The new campaign is designed to build on this momentum. It will air locally on WTHR with outtakes from the shoot slated to appear on the ISO’s web site – IndianapolisSymphony.org.
Source: Indianapolis Symphony Orchestra