Manchester Camerata is innovating to attract audiences under 30.
- A colourful poster campaign covers Greater Manchester, referencing popular culture.
- The campaign includes a £10 ticket offer to make classical music accessible.
- Seb Mariner emphasises redefining orchestral experiences for diverse audiences.
- Manchester Camerata balances traditional performances with modern outreach.
Manchester Camerata has launched an innovative campaign aimed at attracting a younger audience, specifically those under 30 years old. The campaign features vibrant and colourful posters spread across Greater Manchester, designed to resonate with popular culture and entice younger individuals to explore classical music in a new light.
These posters are not only eye-catching but also strategically priced, offering a £10 ticket deal to make attending orchestral performances both appealing and accessible to a younger crowd. The slogans on these posters, such as ‘centuries of clout’ and ‘orchestra and chill’, cleverly connect the traditional art form with modern-day cultural references, creating an unexpected and intriguing invitation to potential attendees.
In addition to the posters, a digital video campaign complements the initiative, showcasing members of the Camerata’s marketing team discreetly posting these eye-catching advertisements in locations where they might typically be removed quickly, such as a bustling train station or a metro stop. This element of the campaign adds a layer of excitement and urgency to the overall strategy.
Seb Mariner, the head of communications, highlighted the orchestra’s commitment to making orchestras inclusive for everyone. He stated, ‘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.’ The aim is to challenge preconceived notions about orchestras and redefine what these musical ensembles can achieve both on and off stage.
The Manchester Camerata orchestra is renowned for its dynamic range of performances, from playing at prestigious festivals like Glastonbury in front of large audiences to personal engagements in care homes throughout Greater Manchester. Their efforts underline the belief in the transformative power of music, which connects and uplifts individuals and communities alike.
Leading the orchestra is Gábor Takács-Nagy, supported by artistic partners and renowned for performing at international concert venues alongside the world’s top classical artists. The orchestra’s openness to collaboration with underground electronic music producers and educational institutions reflects its forward-thinking approach and dedication to reaching broader audiences.
Manchester Camerata is redefining the orchestral experience, connecting diverse audiences through its innovative and inclusive initiatives.
