Using Social Media to Promote the Arts

Social Media is not only a hot topic for clients but can also generate new business for your agency.

A front page article in an edition of The Tennessean, Tennessee’s state newspaper: “Symphony’s playful ads court younger listeners, campaign uses YouTube, Facebook.”

Nice publicity for Locomotion Creative’s ad campaign for the Nashville Symphony, using Social Media.

This guest post written by Rich Scaglione. Rich is a copywriter and account director for Locomotion Creative, a brand marketing and design company in Nashville, TN. He highlights the Symphony’s campaign.

How do you sell a guy in a tux to people who never wear one?



“New Maestro” campaign introduces Nashville Symphony to new audiences using social media.

The introduction of new conductor Giancarlo Guerrero gave the Nashville Symphony a golden opportunity not only to reconnect with its traditional base of patrons looking for something fresh, but also to reach a new, younger target. Giancarlo’s vibrant, fun personality was the centerpiece of an entertaining “Our New Maestro” campaign developed by Locomotion Creative that positioned the Symphony as approachable and welcoming to all.

In television spots, Giancarlo appears in his tuxedo in unexpected places around town — “conducting” traffic on a square, playing the drums in a honky-tonk — to demonstrate that he’s part of the community and a “regular guy.” In each element of the campaign, which also included print, on-line, outdoor, animated e-mail and social media, Giancarlo reveals an “I Love Nashville” t-shirt.

“We needed to use (Guerrero) to reach all those customers who may not be usual symphony-goers,” said S.A. Habib, founder of Nashville-based Locomotion Creative, the agency that designed the commercials. We thought he could reach a more youthful market, maybe an ethnic market, maybe audiences that wouldn’t consider going otherwise.”

The campaign was designed to get ‘08-’09 ticket sales off to a fast start, and it worked. Nashville Symphony sold $124,000 tickets the first day they were available, up 52% from the year before.

Click here to view the spots on YouTube that were created for the campaign


More buzz for Locomotion The Right Kind of Advertising, Part 2

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. I’m curious to know if this campaign was integrated with traditional advertising; broadcast/cable TV, direct mail, newspaper and print?

  2. John, It was an integrated campaign that used PR, broadcast TV, radio and outdoor.


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