Baltimore Symphony Orchestra

Like all major orchestras, the Baltimore Symphony was experiencing declining attendance and an aging audience. But that was before MGH got involved.

Over several years, we partnered with the BSO to help resuscitate the organization and introduce it to a younger audience. First, we used TV, radio, print, email and direct mail to launch a second home for the symphony just outside Washington, D.C. Our strategy was to reposition the symphony as a relevant, not-so-stuffy place to go. The opening season sold out quickly.

Then we helped introduce Marin Alsop, the first female conductor of a major U.S. orchestra, to both Baltimore and D.C. Her personality fit well with our strategy of a more accessible symphony experience. So our advertising worked hard — selling tickets to individual shows while showcasing the maestra's fun and unique personality.

Our PR team was also determined to show off Marin's more casual style by introducing her at a unique press conference. The event allowed local reporters to get to know Marin through one-on-one conversations, securing regional media coverage for not just the new maestra, but also for the BSO's approachable campaign.