Pasadena Symphony & POPS

Pasadena Symphony and Pops, one of the top performing symphonic ensembles in southern California, is comprised of the most gifted and sought-after musicians from the film industry.

The Task: Pasadena Symphony and Pops wanted a new approach to their print pieces, their advertising, and their outdoor placements, one that would better help them spread the word about both their classical series and their premier summer concert series.

Our Work: Previous newspaper ads had split the ad space into multiple small boxes, diminishing impact. Counterintuity’s approach was to eliminate clutter by focusing on large central images with bold headlines, and writing supporting copy that gave readers a sense of the feeling of the Symphony and Pops experiences. This new approach was carried across brochures, mailers, newspaper ads, banners, and standees.

Results Achieved: Pasadena Symphony reports that sales are up across the board since new marketing debuted. Twice already this season, the Pops concerts have shattered previous sales records.

We’ll leave you with these kind words from Pasadena Symphony’s CEO, Paul Zdunek: “What we love about the team at Counterintuity is that they are not only a company with extraordinarily smart, sophisticated and swift designers, but they are also incredibly marketing and public relations savvy. Counterintuity serves as a strong design and marketing coach, but remains open and sensitive to the client’s needs and desires. It’s the perfect combination. From the very first day we began working with them, they instantly locked into the image and message we wanted to project and they improved it by leaps and bounds with a clever and compelling outcome. After seeing their ads in the LA Times, I wanted to buy tickets immediately too!”

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