1. 2012
The beginning of a new era for the
communication & marketing division
of
Etablissement Public Salle de Concerts
Grande-Duchesse Joséphine-Charlotte
(Philharmonie & Orchestre Philharmonique du Luxembourg)

2. Etablissement public Salle de Concerts Grande-Duchesse Joséphine-Charlotte
2005-2011 in the context of some figures

3. Etablissement public Salle de Concerts Grande-Duchesse Joséphine-Charlotte
2012: the beginning of a new era
Etablissement public Salle de Concerts
Grande-Duchesse Joséphine-Charlotte:
Philharmonie Luxembourg
Etablissement public Salle de Concerts
01.01.2012 Grande-Duchesse Joséphine-Charlotte:
Philharmonie + OPL
Fondation Henri Pensis:
Orchestre Philharmonique du Luxembourg (OPL)
Since Orchestre Philharmonique du Luxembourg (OPL) is an integral part of
01.01.2012 Etablissement public Salle de Concerts Grande-Duchesse Joséphine
Charlotte
In consequence, the Communication & Marketing Division has one
major project added to its task-portfolio: creative and strategic work
on the image/notoriety of the orchestra as well as market / sell it.
= Take-over, (re-)creation & implementation of all communication &
marketing issues related to OPL (while the OPL changed its
programming strategy substantially)

4. The OPL-merger with the Philharmonie
The chance for a renaissance
Challenges  Need to create a new identity for the orchestra (changing the image of
an orchestra with a long tradition without cutting its roots)
 Need to create a new common corporate identity (how to visualize a
harmonious merge while bearing in mind distinct identities for both)
 Need to create new season campaigns for both entities, as well as
separate subscription cycles 2012/13 & new concert billboards for the
orchestra
 Need to take over all OPL-subscribers into Philharmonie sales
database and manage smoothly the seating issues related to
programming changes of the orchestra («Cycles Philharmoniques»
I & II merged into «Les grands rendez-vous »)

5. The Orchestre Philharmonique du Luxembourg
A short history
1933 Grand orchestre symphonique de RTL
1996 Orchestre Philharmonique du Luxembourg (state funded, no RTL orchestra
anymore)
~ 2005 2005
2005-2009
2010-2012
01.01.2012 OPL & Philharmonie as one legal entity

6. Creation of a new identity: The new OPL logo
Mission 1:
Visualizing a harmonious merge & bearing in mind distinct identities for both
The existing Philharmonie logo
 Philharmonie-logo is strong = need to
position OPL-logo at the same level
 OPL has a unique identity, and still needs to
show the link to Philharmonie
Playing with colours
 The signet of the new OPL-logo is made of 4
over lapping rings. The colours where they
intersect are those of the Philharmonie-logo

7. Creation of a new identity: The new OPL-logo
Mission 2:
Changing the image of an orchestra with a long tradition & keeping its roots
The font (Walbaum)
a classical font from the antiqua-type (Bodoni, Didot, Walbaum)
• Tradition
• Reminiscence to OPL’s 2005 logo
The new OPL-logo
• unmistakable, highly distinctive
• draws attention and focusses it
• complements the logic, visual appearance and clarity of the Philharmonie logos:
integration of the OPL institution without affecting its autonomy
intersections of the rings = colors of the graphic beams of the Philharmonie logos
• Innovative, high standard
• Compact, precise lines
• Elegant, can assert itself internationally
• Open to new ideas, radiates positive emotions
• Has an air of boundlessness, always in motion = alive
The perfect combination of both

8. Creation of a new identity: The completely new OPL season brochure 2012/13
In the 2012/13 season the OPL takes off as an
orchestra with a proud tradition.
In the pages of the new brochure, readers can
learn all about the Orchestre Philharmonique
du Luxembourg, its completely reorganised
programming, and no fewer than 90 concerts
that will take place from September 2012 to
July 2013.

9. Creation of a new identity: Integration of the whole OPL-programme into the
new Philharmonie season brochure 2012/13
The orchestra’s new programme offer

10. The campaigns
« Time for a change »
 Propagation of the new OPL-logo (playing with curiosity)
 Promotion for the new entity (teasing with the unexpected)
 Promotion of a new programme offer (Aventure+ -> break out of
routine)
« Faces » - some representing artists for the 2012/13 season
OPL season 2012/13 campaign
(for subscription cycles as well as for separate concerts)

11. The campaigns:
Focus on the new cycle « Aventure+ », a representing sign of the orchestras
change
Bus Outdoor

12. The campaigns: « Time for a change »
Propagation of new OPL-logo & promotion of aventureplus.lu
Billboards & Cinema (-> playing with curiosity)
Decaux Lux City
Restaurants
Busses outdoor
Busses indoor
Bistros
Central Station Luxembourg Bus Outdoor
Gyms
Shops / Cinemas
Toilets
Bistros outdoor

13. The campaigns: « Time for a change »
Propagation of new OPL-logo & promotion of aventureplus.lu
Newspapers & Magazines (-> playing with curiosity)

14. The campaigns: « Time for a change » on aventureplus.lu
Ninja spot: promotion of the new entity (-> teasing with the unexpected)
Home/Office/Runner trilogy: promotion of aventure+ (-> break out of routine)
Before press conference Press conference 19.04.2012 / 10 a.m.
-> Ninja-Spot -> Programme content online
23.04.2012: Home-Spot online
no content online until press conference 27.04.2012: Office-Spot online
(-> countdown creates excitement)
02.05.2012: Runner-Spot online

15. The campaigns: « Time for a change » on Philharmonie internet platforms
 Crosslinking to aventureplus.lu

16. The campaigns: « Time for a change » on OPL internet platforms
 Crosslinking to aventureplus.lu

17. The campaigns: « Time for a change » - Digital Press review
Buzz on most important Luxembourg sites and international classical blogs

18. The campaigns: Philharmonie/OPL season 2012/13 print campaign «Faces»
1st appearance of both logos – main attraction points: faces & season 2012/13

19. The campaigns: OPL subscription season print 2012/13 campaign
Main attraction points: the subscritpion‘s USPs and the OPL-logo-leitmotiv

20. The campaigns: OPL subscription season audio 2012/13 campaign
New radio spots with an original new jingle played by the OPL
(attached audio file is a dummy for «Matinées» - woman‘s voice is planned)

21. The campaigns: The first concert billboards of the 2012/13 season
Typographical solution to clearly transport concert contents with joy, lightness
and emotions without the use of pictures. Smile.

22. And besides all this, an enormous volume of work which can’t be shown here has been
done... And there’s still a long way to go (new internet site OPL, implementation of
business intelligence tools for a better analysis of the audiences’ habits, edition of
historical OPL recordings etc.)
But most important and fantastic: Nothing would ever have been possible without the
invaluable support, motivation and joy of the Philharmonie team and many others.
Very special thanks to the whole marketing crew, the billetterie, the dramaturgy and …
to Pentagram Berlin for their amazing design and to thisisradar.com for their refreshing
video spots.
Thank you.