Concertalia

Promotion Vienna Philharmonic Orchestra

360º national Campaing

Context

Bringing Viennese Tradition To An International Audience

The Vienna Philharmonic’s New Year Concert is one of the most iconic classical music events of the year. Held every January 1st at the Musikverein Golden Hall, it is broadcast worldwide. A popular year-opener, tickets are always extremely difficult to get hold of. This overwhelming demand to be in the audience crosses national borders. Many travel to Austria each January to attend the shows, while others are keen to follow it via broadcasts and streamed content.

Concertalia identified a strong passion for classical music among the Spanish audience, especially for this prestigious New Year concert. Austrian musicianship has a global pull. To make this experience more accessible, it introduced an exclusive premiere of the Vienna Philharmonic in Spain.

Outcome

A Comprehensive Strategy For A Unique Event

To reach a broad and diverse audience, a multichannel communication campaign was developed using high-impact formats. The promotion included outdoor advertising on buses and urban spaces, TV spots, and radio ads, along with posters and leaflet distribution. In the digital space, influencers collaborated in the campaign, and tailored audiovisual content was created for social media.

Additionally, to bring classical music closer to new audiences, the principal violinist of the Vienna Philharmonic visited the VOZES Association in Barcelona, a music and social project that provides free music education to children and young people. This initiative gained prime-time visibility on a national television network, further amplifying the event’s cultural and social impact.