It’s not every day that a world-renowned symphony names a new music director. Such an announcement heralds a new era of musicianship and is either lauded or rejected by classical music audiences around the globe.
Simply said, this news was a big deal and required skillful distribution management from national news outlets to the local publications that serve the subscriber audiences.
A mere 37 years young, Yannick Nezet-Seguin was a risky choice in the context of the legacies of Leopold Stakowski, Eugene Ormandy, Ricardo Muti and Charles Dutoit. Karma was charged with introducing “Yannick” in a way that would both delight patrons as well as engage new, younger audiences.
We were the strategists and implementers of a sweeping campaign that touched every part of the region and charmed audiences young and old. It was extremely important that young, exciting and accessible Yannick captured the imaginations of media from the critics to sports writers. The Philadelphia Orchestra told us we hit this one out of the park–almost literally.
Our primary focus for the announcement of Yannick was media and community relations. Working under an extremely tight timeline Karma was able to leverage media and organizational relationships to execute swift, comprehensive media outreach complemented by a citywide press tour.
Aboard an open-air trolley with national and regional press in tow, we seized photo op after photo op: At City Hall, he was officially welcomed by Mayor Nutter; then a meet-and-greet with students from the Philadelphia Performing Arts Charter School at the Liberty Bell; a Rocky-style run up the steps of the Philadelphia Museum of Art; a community concert in the suburbs, then a big finish: a Phillies game for the seventh inning stretch where he led nearly 40,000 fans in an unprecedented rendition of “Take Me Out to the Ball Game.”
During this ten-day period, Karma was able to secure four consecutive days of front page coverage and photos in the Philadelphia Inquirer, placed stories in national media with more than 74 media placements across a range of print, broadcast and online mediums, resulting in more than 4.1 million audience impressions for the announcements, welcome tour and special $99 subscription offer that coincided with the tour.