Baltimore Symphony Cues MGH for Encore | Adweek
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Baltimore Symphony Cues MGH for Encore

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ATLANTA MGH said it has been tapped by the Baltimore Symphony Orchestra to create an advertising campaign to promote its new home in Bethesda, Md.

This is the second time MGH has worked with the BSO, according to the shop. The Baltimore agency was selected in 2000 to create a multimedia campaign announcing the arrival of the symphony's music director, Yuri Temirkanov.

John Patterson, senior vice president and co-creative director at MGH, said that the focus of the new campaign is to broaden the orchestra's reach and increase subscriptions in the new market.

"Our goal is to make them known and appear as they are," Patterson said. "The BSO is an open, friendly organization, and while it is a critically acclaimed group, it is important for people to know world-class entertainment is easily accessible," Patterson said.

MGH's campaign includes broadcast, print and direct mail, according to the shop. Television spots are in development and are expected to launch in the fall. Print ads are currently running in The Washington Post and community publications. All work features the new tagline, "So close it can touch you."

Campaign spending was not disclosed.