Vancouver Symphony Orchestra
Spotlighting a regional artistic treasure
The Challenge
COVID-19 posed historical challenges for the live events industry, and re-attracting arts patrons has remained a challenge for many. Heading into the 2023-2024 season, the Vancouver Symphony Orchestra (VSO) saw an opportunity to reinvigorate its brand through an awareness campaign about the quality and longevity of its world-class musicianship.
The Goal & Strategy
The VSO aspires to be widely recognized as the unequaled performing arts leader of Southwest Washington. WPR focused on driving attendance to VSO events through a comprehensive marketing campaign centered around general brand awareness, promotions and educational outreach.
Striving for the highest return on investment, WPR deployed a digital campaign and strategic partnerships to achieve these goals. Our team developed the creative for a highly targeted paid social media campaign called “Sound On,” as well as a cross-promotion with a local hotel and winery called “Sip, Symphony and Stay.”
2.3M
Impressions
2.4%
CTR
1,700
Conversions
The Results
The 2023-2024 season finale was completely sold out, a significant milestone for the Vancouver Symphony Orchestra.
The “Sound On” digital advertising campaign ran from February through May on Facebook and Instagram, resulting in 2.3 million impressions and a CTR of 2.4% (well above the industry average of 1.9%). With more than 1,700 conversions to both email capture and ticket sales, this campaign expanded the VSO’s core audience.
The “Sip, Symphony and Stay” cross-promo resulted in thousands of shares and engagement, introducing the symphony to a new, younger demographic that is critical to ensuring decades of continued success.
Under the guidance of WPR, the Vancouver Symphony Orchestra’s 2023-2024 season saw unprecedented success. With innovative marketing strategies and strategic partnerships, we not only filled concert halls but also engaged a broader, more diverse audience. This milestone marks a new chapter for the VSO as a leader in arts in Southwest Washington.”
Dr. Igor Shakhman
Executive Director, Vancouver Symphony Orchestra