National Arts Centre

Casual Fridays

The Challenge

In 2013, the National Arts Centre (NAC) engaged Banfield to help plan and roll out a comprehensive marketing communications campaign and influencer outreach initiative for the launch of its new Casual Fridays series, in an effort to attract new audiences and create a fun, social night out at the Orchestra.

The Results

A direct and creative outreach strategy was implemented to build prestige for the series including personal visits to target influencers. Accompanied by a violinist and a server with food samples, our team hand delivered invites to the private preview event night. The campaign also included a paid media campaign (print, radio, online, and mall posters), targeted email and a social media content and contest component to ensure key messages would be widely shared.

The first Casual Fridays concert was a sell-out, largely attributed to the excitement generated in social media and through our overall campaign. Following the successful launch, the NAC Orchestra asked Banfield to help sustain momentum through the rest of the series.

For more information about our client experience, specific case studies and references, please contact us




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