SYMPHONIC TONIC

Souting “The smartest ticket in town,” Fareed & Co. has used the so-called “Mozart effect” to boost sales for first-year client The Virginia Symphony.
Citing studies that indicate young children who listen to classical music show gains in mental development–particularly in math and reasoning skills–the Norfolk, Va., agency’s direct mail campaign targeted parents with pictures of smiling tykes and phrases like, “Music does more than inspire: It helps the brain to grow.”
Fareed’s work, which also includes posters in libraries, supermarkets and preschool centers, has improved the symphony’s season ticket sales by more than 10 percent over last year.
“[The symphony] used to send out one huge brochure to everyone, but they weren’t targeting potential new customers,” said Fareed creative director Nancy Porter “They always pushed their celebrity names, and those were selling out. But their family series and their weekend matinee shows were real areas of new growth.” –T.W. Sieber