Getting Bums in the Seats

What is the big deal about attending an orchestra performance? What causes such excitement when listening to live music?

When developing this year’s subscription campaign for the NAC Orchestra, these were the questions we needed to answer. Rather than just focusing on the world-class caliber of music performed, we wanted to frame the complete experience of attending an orchestra performance. Each element – from the venue, to the programming, to the performances – is cause for a real visceral, emotional experience. And what’s most important about these feelings is that they are universal, recognizable and resonant within all of us.


In short, we want to demonstrate the emotional scope that NACO performances evoke.

Working with Ottawa photographer
Tony Fouhse, we wanted to highlight certain elements that would vividly illustrate these emotional experiences. We didn't want to overburden with words. Instead, we wanted to make bold, impacting statements that are associated with these core emotions.

We also took into account that a successful campaign depends on frequency of the message. So we devised a strategy that would give the campaign a strong presence, along with a strong message. Over the next few months, we will be rolling out a wide range of campaign elements including bus shelters, wild postings, brochure distribution, web marketing, and more.

We want people to feel something when they see this campaign. We want them to imagine themselves experiencing these moments. And it is through this vital connection that we can cut through the clutter, build a sense of anticipation, and inspire a real willingness to subscribe... to get those bums in the seats!

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