A blend of music appreciation and relationship advice is the basis for a new campaign from Ballpark Advertising that encourages consumers to take a new look at Los Angeles music venue the Hollywood Bowl.
"The initial strategy was to create a fresh and updated look and feel. ... The Bowl is so steeped in tradition that we really wanted to give it a face-lift from an advertising standpoint," said Alan Berkes, creative director of the Santa Monica, Calif., agency.
"Date your wife" and "Where Bach and Beethoven spend their summers" read lines on a couple of the outdoor ads. Four 30-second TV spots focus on the different types of music available to Bowlgoers, while radio spots feature individual performances.
"I was looking for a way to describe the experience of going to the Hollywood Bowl," said Joan Cumming, client director of marketing and communications. "It's a fabulous night out, it's wonderful music, but it's also dinner and wonderful wine with friends under the stars."
The campaign will run through the end of the Bowl's summer season in early September.
The media buy is more than $1 million.