In 2009 the Los Angeles Philharmonic hired alPunto Advertising as its Hispanic agency of record. The agency was hired to work for the LA Phil promoting its two iconic venues, the Walt Disney Concert Hall and the Hollywood Bowl.
Services:PR, TV, Print, Radio, Digital, Social, Direct Response
Challenge:To introduce the Los Angeles Philharmonic to Latinos in LA, increase Hispanic attendance and change perceptions about the LA Phil.
Solution:Focus on Casual Fridays, Latino Concerts, World Music, and Dudamel as the new director. Utilized direct mail, TV & Radio spots (PSA and paid), social media (YouTube and Facebook), promotion on Hispanic blogs, Email blasts, PR and TV interviews. Created key partnerships with other arts and culture organizations, retailers and Mexican consulates.
Results:From a successful 2011 season, awareness for LA Phil increased 17%, Walt Disney Concert Hall increased by 14%, and Hollywood Bowl increased by 12%. Awareness of Gustavo Dudamel increased by 69%. Attendance to LA Phil increased by 13%. Season ticket holders increased 300%. Those attending more than 5 times in the last year increased 211% and those very likely to attend in the future increased 240%.