2012

The beginning of a new era for thecommunication & marketing division

ofEtablissement Public Salle de ConcertsGrande-Duchesse Joséphine-Charlotte

(Philharmonie & Orchestre Philharmonique du Luxembourg)

Etablissement public Salle de Concerts Grande-Duchesse Joséphine-Charlotte2005-2011 in the context of some figures

Etablissement public Salle de Concerts Grande-Duchesse Joséphine-Charlotte2012: the beginning of a new era

Since01.01.2012

Orchestre Philharmonique du Luxembourg (OPL) is an integral part of Etablissement public Salle de Concerts Grande-Duchesse Joséphine Charlotte

In consequence, the Communication & Marketing Division has one major project added to its task-portfolio: creative and strategic workon the image/notoriety of the orchestra as well as market / sell it.= Take-over, (re-)creation & implementation of all communication & marketing issues related to OPL (while the OPL changed itsprogramming strategy substantially)

Fondation Henri Pensis:Orchestre Philharmonique du Luxembourg (OPL)

Etablissement public Salle de ConcertsGrande-Duchesse Joséphine-Charlotte: Philharmonie Luxembourg

01.01.2012

Etablissement public Salle de ConcertsGrande-Duchesse Joséphine-Charlotte:Philharmonie + OPL

The OPL-merger with the PhilharmonieThe chance for a renaissance

Challenges Need to create a new identity for the orchestra (changing the image of an orchestra with a long tradition without cutting its roots)

Need to create a new common corporate identity (how to visualize a harmonious merge while bearing in mind distinct identities for both)

Need to create new season campaigns for both entities, as well as separate subscription cycles 2012/13 & new concert billboards for the orchestra

Need to take over all OPL-subscribers into Philharmonie sales database and manage smoothly the seating issues related to programming changes of the orchestra («Cycles Philharmoniques» I & II merged into «Les grands rendez-vous »)

The Orchestre Philharmonique du LuxembourgA short history

~ 2005

2005-2009

2010-2012

01.01.2012

1933 Grand orchestre symphonique de RTL

1996 Orchestre Philharmonique du Luxembourg (state funded, no RTL orchestra anymore)

OPL & Philharmonie as one legal entity

2005

Creation of a new identity: The new OPL logo Mission 1:Visualizing a harmonious merge & bearing in mind distinct identities for both

The existing Philharmonie logo Philharmonie-logo is strong = need to

position OPL-logo at the same level OPL has a unique identity, and still needs to

show the link to Philharmonie

Playing with colours The signet of the new OPL-logo is made of 4

over lapping rings. The colours where theyintersect are those of the Philharmonie-logo

The font (Walbaum)a classical font from the antiqua-type (Bodoni, Didot, Walbaum)• Tradition• Reminiscence to OPL’s 2005 logo

Creation of a new identity: The new OPL-logo Mission 2:Changing the image of an orchestra with a long tradition & keeping its roots

The new OPL-logo• unmistakable, highly distinctive• draws attention and focusses it• complements the logic, visual appearance and clarity of the Philharmonie logos:

integration of the OPL institution without affecting its autonomy intersections of the rings = colors of the graphic beams of the Philharmonie logos

• Innovative, high standard• Compact, precise lines• Elegant, can assert itself internationally• Open to new ideas, radiates positive emotions• Has an air of boundlessness, always in motion = alive

The perfect combination of both

Creation of a new identity: The completely new OPL season brochure 2012/13

In the 2012/13 season the OPL takes off as an orchestra with a proud tradition.In the pages of the new brochure, readers can learn all about the Orchestre Philharmoniquedu Luxembourg, its completely reorganisedprogramming, and no fewer than 90 concerts that will take place from September 2012 to July 2013.

Creation of a new identity: Integration of the whole OPL-programme into the new Philharmonie season brochure 2012/13

The orchestra’s new programme offer

Propagation of the new OPL-logo (playing with curiosity)

Promotion for the new entity (teasing with the unexpected)

Promotion of a new programme offer (Aventure+ -> break out of routine)

The campaigns

« Time for a change »

« Faces » - some representing artists for the 2012/13 season

OPL season 2012/13 campaign(for subscription cycles as well as for separate concerts)

The campaigns:Focus on the new cycle « Aventure+ », a representing sign of the orchestras change

Bus Outdoor

Gyms

The campaigns: « Time for a change »Propagation of new OPL-logo & promotion of aventureplus.luBillboards & Cinema (-> playing with curiosity)

Central Station Luxembourg

Decaux Lux City

Bus Outdoor

Restaurants

Bistros

ToiletsCinemas

Busses indoorBusses outdoor

Shops /Bistros outdoor

The campaigns: « Time for a change »Propagation of new OPL-logo & promotion of aventureplus.luNewspapers & Magazines (-> playing with curiosity)

The campaigns: « Time for a change » on aventureplus.luNinja spot: promotion of the new entity (-> teasing with the unexpected)

Home/Office/Runner trilogy: promotion of aventure+ (-> break out of routine)

Before press conference-> Ninja-Spot

Press conference 19.04.2012 / 10 a.m.-> Programme content online

23.04.2012: Home-Spot online

27.04.2012: Office-Spot online

02.05.2012: Runner-Spot online

no content online until press conference(-> countdown creates excitement)

The campaigns: « Time for a change » on Philharmonie internet platforms Crosslinking to aventureplus.lu

The campaigns: « Time for a change » on OPL internet platforms Crosslinking to aventureplus.lu

The campaigns: « Time for a change » - Digital Press reviewBuzz on most important Luxembourg sites and international classical blogs

The campaigns: Philharmonie/OPL season 2012/13 print campaign «Faces»1st appearance of both logos – main attraction points: faces & season 2012/13

The campaigns: OPL subscription season print 2012/13 campaignMain attraction points: the subscritpion‘s USPs and the OPL-logo-leitmotiv

The campaigns: OPL subscription season audio 2012/13 campaignNew radio spots with an original new jingle played by the OPL(attached audio file is a dummy for «Matinées» - woman‘s voice is planned)

The campaigns: The first concert billboards of the 2012/13 seasonTypographical solution to clearly transport concert contents with joy, lightness and emotions without the use of pictures. Smile.

And besides all this, an enormous volume of work which can’t be shown here has been done... And there’s still a long way to go (new internet site OPL, implementation of business intelligence tools for a better analysis of the audiences’ habits, edition of historical OPL recordings etc.)But most important and fantastic: Nothing would ever have been possible without the invaluable support, motivation and joy of the Philharmonie team and many others.Very special thanks to the whole marketing crew, the billetterie, the dramaturgy and … to Pentagram Berlin for their amazing design and to thisisradar.com for their refreshingvideo spots.

Thank you.