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拯救管弦乐队

案例简介：结果和有效性官方排名第一的热门歌曲 (2500 + 下载 i-Tunes)，一张黄金唱片，以及: 对管弦乐队的企业家精神印象深刻, 12月12日，议会决定，大都会管弦乐队已经通过公众舆论证明是荷兰文化中极其重要的一部分，独立显然是可能的。Metropole 管弦乐队得到了它所需要的: 通过为期 4 年的 1100 万欧元过渡补贴，有机会逐渐走向独立。公关活动获得了 150 多份出版物，达到了 5 百万以上的荷兰公民，估计公关价值为 3 百万欧元。出版物包括电视节目、报纸、广播和在线。创意执行我们想出了管弦乐队以前从未做过的事情 -- 这一直是领先艺术家的影子 -- 以他们自己的名字成为第一名。我们有荷兰最成功的歌曲作者和作曲家以及荷兰最大的广播电台。我们招募了十几个最著名的艺术家，在电台直播。单曲《世界各地的管弦乐队》于 11月18日在 538 电台现场首播。利用管弦乐队的天然盟友 (广播节目和电视节目) 来推动活动，公关活动给了大都会管弦乐队在荷兰媒体上讲述他们故事的机会。几天后，这首单曲获得了黄金纪录，并被提交给一位著名的议员。就在最后一次政府削减开支的辩论之前，我们发起了 Facebook-campaign: 在你的客厅里赢得一场大都会管弦乐队的音乐会。大都会管弦乐队是整个荷兰的话题。见解、战略和想法 2010年10月，荷兰有史以来最保守的政府上台。艺术和文化被认为是左翼爱好。据宣布，荷兰最重要的爵士乐和轻松音乐管弦乐团 Metropole 乐团将失去补贴 -- 从每年 650 万英镑降至零.我们必须以积极的方式说服降低成本的荷兰政府，大都会管弦乐队是荷兰文化的重要组成部分，拥有足够的创业精神，可以在未来自立。向荷兰公众和政府展示管弦乐队的活力、企业家精神和成功，会让议会在退出之前三思。你只是不杀一个 #1…

拯救管弦乐队

案例简介：Results and Effectiveness An official #1 hit (2500+ downloads i-Tunes), a Golden Record, and: impressed by the entrepreneurship of the Orchestra, on December 12th Parliament decided that the Metropole Orchestra had proved through public opinion to be an extremely important part of Dutch culture and that independence was clearly possible. The Metropole Orchestra got what it needed: the opportunity to gradually grow towards its independence with an €11m transitional subsidy for 4 years. The PR campaign secured 150+ publications, reaching 5m+ Dutch citizens with an estimated PR value of €3m+. Publications included TV shows, newspapers, radio and online. Creative Execution We came up with something the Orchestra - that has always been in the shadow of leading artists - had never done before: A #1 hit in their own name. We got Holland’s most successful songwriter and composer and the biggest Dutch radio station on board. We recruited, live on radio, a dozen of our most famous artists. The single, 'World Wide Orchestra' premiered live on Radio 538 on November 18th. Using the natural allies of the Orchestra (radio programs and TV-shows) to get the ball rolling, a PR campaign gave the Metropole Orchestra the opportunity to tell their story in every Dutch media. Days later the single received a Golden Record, which was presented to a prominent member of Parliament. Just before the final government cuts debate we launched the Facebook-campaign: Win a Metropole Orchestra concert in your living room. The Metropole Orchestra was topic of conversation throughout Holland. Insights, Strategy and the Idea In October 2010, the most conservative government ever came to power in The Netherlands. Art & Culture were dismissed as left wing hobbies. It was announced that Holland’s foremost orchestra for Jazz and easy listening music, the Metropole Orchestra, would lose their subsidy - a drop from €6.5m per year in funding, to zero... We had to convince the cost cutting Dutch government in a positive way that the Metropole Orchestra is a vital part of Dutch culture and possesses enough entrepreneurial spirit to stand on its own feet in the future. Showing the Dutch general public and the Dutch government that the Orchestra is alive, entrepreneurial and successful would make Parliament think twice, before they pull the plug. You just don’t kill a #1…