2012-13 SEASON
The 2012-13 season was to take place in the Minneapolis Convention Center while Orchestra Hall was being renovated. This was going to be a tough sell as our audience is not easy on change. We not only needed to make sure they knew where we were going to be performing concerts, we had to make it a great experience. When it was decided by Marketing to "make it an adventure", my first thought was of George Bailey getting his travel case from Mr. Gower. George was going to travel the world! That cliche 'trust your first instinct' turned out to be our direction. We were on an adventure and we'd have the biggest travel case and fill it with stickers from our adventures. Instead of countries though, the stickers would be our music products. The "travel" brochures were for all our music. We had a passport with all the season information and it all came in a classic stringed package. This was one of the most fun campaigns I have done for the Orchestra because of the creative freedom to really follow the concept through from beginning to end.