Manchester Camerata is embracing a younger audience with its new fun and innovative campaign targeting people under 30.
Bright, colourful posters are covering Greater Manchester adorned with slogans targeted at a younger audience - highlighting an accompanying £10 ticket deal.
There are 10 variations in total of the poster, the poster slogans such as "centuries of clout", "it's like the club, but different", "hits different" and "orchestra and chill" take reference points from popular culture and apply them to the orchestra, inviting people to see the art form in a way they perhaps wouldn't expect.
The poster campaign is supported by a digital video campaign in which members of the Camerata marketing team dressed in black are seen putting up posters in places which normally would be removed quickly (eg - Piccadilly train station, the back of a bus, a metro stop) - The Camerata team are keen to note that they do not support fly posting under any circumstances and that all the posters in this part of the campaign were removed shortly after being filmed.
Head of Comms Seb Mariner said: "Manchester Camerata believes orchestras are for everybody, and we hope with this fun and innovative campaign we will re-assert our position as the UK's most relentlessly pioneering orchestra - inviting people to come and see us who perhaps might not consider an orchestra being for them. We're keen to push our organisation in a way that challenges pre-conceptions of what an orchestra is, constantly re-defining what an orchestra can do both on and off the stage."
Be it opening Glastonbury Festival in front of 40,000 people or working intimately in care homes across Greater Manchester with people living with dementia, Manchester Camerata believes in the transformative and connecting power of music. It constantly challenges and redefines what an orchestra can be.
Led by its visionary Music Director, Gábor Takács-Nagy, Manchester Camerata has toured internationally, performing in the world's most iconic concert venues with the greatest artists in classical music.
A hunger to push its craft forward has led the orchestra to seek out new spaces and collaborations, partnering with pioneering producers from the underground electronic music scene and bringing music into the hearts of schools and communities.
Manchester Camerata’s groundbreaking Music in Mind Programme for people living with dementia is backed by 12 years of research in partnership with The University of Manchester. The orchestra is seen as a world leader in music and dementia healthcare.
Based at the Monastery in Gorton, Manchester, the Camerata sees a vibrant and exciting future for classical music, investing in the next generation of musicians in the North with its Camerata 360° Ruth Sutton Fellowship programme.
Manchester Camerata believes that music has the power to change the lives of people and transform the prospects of places.
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