Annodyne,
Inc. works with The Philadelphia Orchestra to attract
and engage new audiences.
Blue Bell,
Pennsylvania – January 26, 2010
Annodyne, Inc., a digital
consultancy based in Blue Bell, PA, is pleased to announce
that it has been chosen to create an online marketing
campaign for The Philadelphia Orchestra with the goal
of boosting single ticket sales. Celebrated throughout
the world as one of the truly great orchestras, The
Philadelphia Orchestra is focused this year on ensuring
that local audiences recognize this national treasure
residing right within their own hometown.
For this collaboration, Annodyne utilized
its strengths in digital marketing to create a campaign
that cultivates and engages a growing and diverse audience
that may be unaware of the Orchestra as an entertainment
option. Annodyne’s creative strategy focused on
communicating the extrasensory experience of attending
the Orchestra with a unique positioning aimed at competing
against the growing entertainment market that now includes
options both in and outside of the home.
Through the development and creation
of an awareness campaign, Annodyne is connecting new
audiences to the experience of a night with The Philadelphia
Orchestra through the non-traditional concept of “Unexpect
Yourself”. At a time when most are accustomed
to date nights at home, the campaign messaging seeks
to spark the desire to try new things and do something
unexpected.
In support of such an “unexpected”
campaign, Annodyne developed a media strategy and subsequent
advertising campaign to generate awareness and promote
single ticket purchases. Part of Annodyne’s media
strategy included concept development, ad creation,
search engine marketing and landing page optimization.
Additional planned media from the Orchestra will incorporate
versioning of the “Unexpect Yourself” campaign,
including billboards, online advertising, radio and
direct mail.
Each creative component of the “Unexpect
Yourself” campaign drives to the online destination
of www.UnexpectYourself.com,
with the goal of engaging and motivating visitors to
break away from the mundane and try something new. With
the use of its proprietary measurement technology Annotrak™,
Annodyne seeks to track and measure the performance
of both the online and offline advertising campaigns
as well as improve the website’s ability to convert
to ticket purchases.
Annodyne is honored to be partnered
with the Orchestra during such a transformational time
of inspired creativity and new leadership. New President
and CEO of The Philadelphia Orchestra Association, Allison
Vulgamore, began her position on January 18th.
About The Philadelphia Orchestra:
Founded in 1900, The Philadelphia Orchestra has distinguished
itself as one of the leading orchestras in the world
through a century of acclaimed performances, historic
international tours, best-selling recordings, and its
unprecedented record of innovation in recording technologies
and outreach. The Philadelphia Orchestra annually touches
the lives of more than one million music lovers worldwide
through its performances, publications, recordings,
and broadcasts. For more information on The Philadelphia
Orchestra, please visit www.philorch.org
About Annodyne:
Annodyne, Inc. is a professional services agency focused
on modernizing brands and businesses. They provide a
full suite of integrated marketing solutions, to bridge
the gap between traditional and digital media. Annodyne
has partnered with a host of diverse clients, offering
Internet business strategy, creative service, and technical
execution. Their vision is centered on The New Marketing
Economy™, which promotes an Internet-centered
marketing model. Annodyne is based in Blue Bell, PA,
right outside of Philadelphia.
Learn more about Annodyne at www.annodyne.com.
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