Los Angeles Philharmonic and Starbucks
Objective: To promote Los Angeles Philharmonic's Friday Night Concerts at the Hollywood Bowl and boost attendance by partnering with several partners, including Starbucks and Hollywood & Highland Center, to make travel experience to the Bowl as easy as possible for patrons.
Los Angeles Philharmonic patrons who presented their same-day concert ticket on a Friday night at the Hollywood and Highland shuttle stop from June through September 2007 received free roundtrip shuttle service to the Bowl and a complimentary iced beverage from Starbucks.
Elements:
Los Angeles Philharmonic patrons who presented their same-day concert ticket on a Friday night at the Hollywood and Highland shuttle stop from June through September 2007 received free roundtrip shuttle service to the Bowl and a complimentary iced beverage from Starbucks.
Elements:
- Print:
- The Los Angeles Philharmonic advertised “Friday Nights at the Bowl” in Los Angeles papers and Starbucks received name and logo recognition in select print advertisements.
- Radio:
- KOST 103.5 FM promoted the concerts on-air in June, July, and August by giving away tickets to featured Friday night shows as well as Starbucks Gift Cards to listeners.
- Online:
- Friday night events were listed on www.hollywoodandhighland.com as well as www.hollywoodbowl.com, where partners received name and logo recognition.
- Hollywood & Highland Center promoted the event via their June, July and August e-newsletters to 35,000 names.
- Los Angeles Philharmonic at the Hollywood Bowl promoted the event via their e-newsletter to 75,000 names.
- Outdoor:
- A thirty second spot was created to promote the Friday Night concerts on an electronic zipper board at the corner of Hollywood Boulevard and Highland Avenue.
- A thirty second spot was displayed on an electronic Jumbotron for two months.
- Advertisements for the series with partner logos were displayed on flat screen televisions in all shuttles.
- Collateral:
- Starbucks provided in-store placement of “Friday Nights at the Bowl” brochure at the condiment bar at two hundred participating Starbucks stores in the Los Angeles area.
- Event was promoted in the Los Angeles Philharmonic at the Hollywood Bowl’s summer mailer to approximately 100,000 residents and VIPs. Partners received name and logo recognition.
- On-Site Exposure:
- Friday night series was promoted at the Bowl’s Wine & Jazz event every Tuesday throughout the summer. Starbucks also provided gift cards for use at these events.
