Out of home advertising was recommended as a cost-effective way to quickly build brand awareness in areas where classical music aficionados live and work.
Digital billboards were used to display four colorful and creative ads that exemplified the new energy and future of the LA Philharmonic. All five digital locations are in high-traffic high-income neighborhoods in Los Angeles. The four creative executions rotated throughout the day. Static billboards were placed in affluent high traffic locations throughout Los Angeles where each displayed one of the four creative executions.
Upscale transit shelters were bought to saturate areas of LA where limited out of home is present, such as Pacific Palisades, Beverly Hills, Bel Air, Westwood, Century City, West Hollywood, Sherman Oaks, Universal City, Pasadena and Glendale.
Bus fullbacks, much like the billboards, were used as a large format canvas where two colorful Gustavo Dudamel creative executions were displayed. These fullbacks came out of bus garages that penetrate affluent neighborhoods like Santa Monica, Beverly Hills, Bel Air, Westwood, Pacific Palisades, West Hollywood and Sherman Oaks where traditional out of home is limited.
Bus tails served as the high reach/high frequency format which supplemented the large format bus fullbacks.