How do you ensure the world’s greatest orchestra stays that way?
“300million brought three great things to us when they undertook our rebranding project. Firstly their training and background is world class. Secondly their original thinking, understanding and insight brought a revitalising freshness to our marketing communications – as well as challenging our internal perceptions. Thirdly, they are hard working, creative and always go the extra mile. In short, they are a pleasure to work with.”
Karen Cardy
Head of Marketing, London Symphony Orchestra
Question
The LSO is one of the UK’s most successful cultural brands. It's arguably the greatest orchestra in the world, with a heritage that stretches from Elgar to Star Wars; legendary principal conductors; its own music venue and recording label; a thriving membership and patron network; and an education programme that brings musical opportunity into the lives of thousands of children.
But the orchestral world is highly competitive, and staying at the top is tough. Diversity of musical interests beyond the concert platform is brilliant, but it's also demanding and potentially confusing in terms of consistent brand communication. And London is hardly short of cultural icons loudly demanding attention. So how can the LSO engage a growing audience across the world, continue to promote their repertoire and the scope of their activities, and make the most of their heritage, in a way that keeps them firmly in the cultural spotlight of a vibrant modern mega-city?
Answer
We’ve been working with the LSO for several years. In that time, we've helped them define their brand, hone their visual identity and develop their marketing. The relationship has become so close that we've developed an almost instinctive understanding of the brand, to the point that it often feels as if we ourselves are part of it.
We do strategic thinking on their behalf, facilitate brand and marketing workshops, and join the debate on the marketing vision - taking our ideas to the very top of the organisation. It's a privilege to be allowed the opportunity to play the role of trusted ally in sustaining the success of a globally recognised brand.
Impact
The LSO can truly claim to be a part of the renaissance of “brand London”. Last season 18 of the 44 Barbican concerts achieved attendances of 90% or more, and 63% of concert-goers were new to the LSO. Meanwhile, its international reputation has continued to grow, along with its touring schedule; its standing has been further reinforced by the arrival of Valery Gergiev as principal conductor; and it has forged important corporate relationships with global brands like UBS, as well as continuing to widen its membership base.
