New Zealand Symphony Orchestra Design & Branding NEW ZEALAND SYMPHONY ORCHESTRA SEASON BROCHURE 2012 by The Church

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Industry Cinemas, Theatres & Concert Halls
Media Design & Branding
Market New Zealand
Agency The Church
Designer Josh Twaddle
Photographer Chris Waind
Typographer Su Chin Chow
Released October 2011

Credits & Description

Category: Publications & Business Communications
Product/Service: SEASON BROCHURE 2012
Creative Director: Chris Waind (The Church)
Designer: Josh Twaddle (The Church)
Photographer: Chris Waind (The Church)
Digital Artist: Chris Waind (The Church)
Account Director: Kirsten Leighs (The Church)
Stylist: Dara Wakely
Typographer: Su Chin Chow (The Church)
Senior Production: Ryan Ferguson (The Church)
Production: Mike Hutchinson (The Church)
Media placement: Season Brochure - 50,000 mailed to subscribers - 1 October 2011

Describe the brief from the client
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.

Describe the challenges and key objectives
Market research had shown that previous marketing campaigns had been too aloof (the audience felt no connection to the musicians) and had failed to tap into the emotional connection people have to the music.
From the brief, we set about looking at both the orchestra and its relationship with the audience. What made the performance so special? What draws you in to the music? What forms a connection to the players? We wanted to investigate the narratives and history behind each piece of music to show the sheer drama and emotion of classical music.

Describe how you arrived at the final design
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.

Give some indication of how successful the outcome was in the market
The campaign has already resulted in a 22% increase in new subscribers, as well as an overall audience increase for individual concerts.