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The Utah Symphony plays in a big hall (2,800 seats) for a small market, and it's a constant challenge at Salt Lake City agency Williams & Rockwood to make sure the audience isn't, uh, Haydn out somewhere else. A recent print campaign featured flip headlines like "Ever get goosebumps playing miniature golf?" but the client requested something even less subtle that would work harder to sell tickets today, explains AD Kevin Kehoe, who teamed with writer Chris Drysdale. "The way to sell tickets is to do a promotion, but you can't do that with a symphony. So we did ads that were disguised as promotions." Headlines segue directly into body copy with large-type blasts like "$15 off" followed by "your weekly salary isn't a heck of a lot to dish out to hear one of
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