The consultancy, which has worked with the orchestra on previous campaigns article sought to entice fans of the orchestra with a ‘strong look’ to photo shoots.
Volunteers including a cabaret artist, a dominatrix and a drag queen came forward to front the campaign, which looks to challenge the perception that classical music is elitist, according to consultancy director Chris Harrison.
Harrison says ‘This campaign is about getting past the stereotypes of who classical music is for. It’s not just about saying “look how quirky and cool our audience are.”
‘We’re raising important issues: “What is classical music, who is it for, and who listens to it these days?”’
The campaign is also a riposte to the orchestra’s tag line Not all orchestra’s are the same according to Harrison who says, ‘Putting the audience in the frame enables us to turn it on its head and say “Not all audiences are the same.’”
The campaign, which launches today, will be rolled out across the season brochure, programmes, banners as well as London Underground posters and print ads.