Carmina Burana

Carmina Burana was the first major artistic collaboration between the Toledo Symphony and Toledo Ballet following the merger. The production was huge. It included a mega-orchestra, a full complement of dancers, 3 choruses of singers from Bowling Green State University, and a children’s chorus of students from area schools, A production of this scale deserved full houses, so my team and I set out to sell over 3,400 seats for this blockbuster weekend.

Subscription sales and holiday sales provided some pre-sale revenues, but the single ticket campaign needed to drive it all the way home. With one month before show time, I created dual campaigns to serve two distinct audience segments—fans of orchestral music and fans of dance. Ticket sales paced ahead of trend, and in the end, we surpassed the revenue goal by a whopping 55%.

My role: marketing strategist, design director, copywriter

Video Strategy

Because of the added dance element, it was imperative to add more channels to the marketing mix to show people what to expect. Television was the perfect vehicle for additional storytelling. The following commercial produced by 13abc Creative incorporated all elements of the show backed by an excerpt of music from Carmina Burana performed by the Toledo Symphony Orchestra.

My role: marketing strategist, project manager, copy writer, music curator, editor-in-chief