Clients

“The SSO played like gods, and the audience responded accordingly. This is an orchestra on the edge of technical perfection.” American Record Guide

The Singapore Symphony Orchestra was established in 1979 aiming to enrich the local cultural scene by serving as a bridge between the musical traditions of Asia and the West and providing artistic inspiration, entertainment and education. A full-time professional orchestra with 96 members, the SSO now makes its performing home at the Esplanade Concert Hall and performs over 50 symphonic programmes a year.

Since Lan Shui assumed the position of Music Director in 1997, the SSO has been distinguished by a high level of excellence and a rising international profile.  Its versatile repertoire has Asian and Singaporean musicians and composers featuring prominently in the concert season.

Albion Media was employed by the SSO to handle the marketing and PR of their Royal Festival Hall concert on 11 October 2010 and the distribution, PR and marketing of a DVD and Blu-ray of Mahler's 10th Symphony, recorded by the SSO to mark their 30th anniversary.

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Case study:

Albion Media client for:

• Public relations
• Marketing

THE BRIEF TO ALBION MEDIA

Albion Media was employed by the SSO to handle the marketing and PR of their Royal Festival Hall concert on 11 October 2010 and the distribution, PR and marketing of a DVD and Blu-ray of Mahler’s 10th Symphony, recorded by the SSO to mark their 30th anniversary.

APPROACH and ACHIEVEMENTS

The marketing of the concert entailed organising the design, print and distribution of flyers to promote the concert; placing listings in numerous publications and organising marketing collaborations with Singaporean organisations such as Asia House to promote special offers for their Friends.

An online campaign was implemented to get exclusive features placed on many sites including Dilettante and various Singaporean and Asian cultural sites and blogs.

Albion Media worked with the marketing team at the SSO to create a short video with Stephen Hough and this was being added to the SSO’s concert page on the Southbank website; Southbank Centre’s Classical blog; the SSO’s YouTube channel and Vimeo.

Working closely with SBC marketing team, Albion Media ensured the SSO concert received maximum coverage in SBC marketing including mentions in their Artform Guide and the SBC Monthly Diary; placing flyers in the SBC leaflet racks, sending them out via the SBC’s database; placement of the concert on the SBC’s plasma screens for one week prior to the concert and a high profile on the SBC’s website.

Albion Media also lined up features in the national press and radio to support the RFH concert.

For the DVD and Blu-ray releases, Albion Media organised worldwide distribution and a strong marketing and PR campaign in key countries. Focusing on the UK and Germany to compliment the orchestra’s tour dates, off and online marketing campaigns were being implemented to gain maximum profile and sales revenue for the orchestra.