The New Zealand Symphony Orchestra (NZSO) is New Zealand's premiere orchestra, with a revered reputation. However the NZSO was struggling to engage a younger market which was crucial to rejuvenating its declining audience.The new campaign therefore had to reflect some of the real personalities in the orchestra and create connection for the audience to the world of live classical music.

For the 2012 season, we discovered that the concerts were united by the theme of exploration. From the high seas to alpine vistas, the NZSO would take you on an amazing voyage. Using the key musicians as the cast, we created a photographic tableau based on the stories and history of each symphony.Working on many levels, the compositions lead with the narrative, but also contain a myriad of symbols and references. In effect, the brochure acts as an educational storybook that has proven to be highly engaging to our target audience, drawing them deeper into classical music.

The campaign has already resulted in a 22% increase in new subscribers, as well as an overall audience increase for individual concerts.