NYP is a cultural gem of New York City and has a wonderful legacy of innovation, talent and relevance in music and culture. As the 2019/2020 season approached, they needed a creative concept that would establish a framework for all of their renewal and acquisition efforts throughout the year.
Haft2 leveraged a key insight – that many New Yorkers shorten the New York Philharmonic to NY Phil or The Phil. We answered the question, “What is NY Phil?” and there were lots of answers. This approach enabled us to showcase the work NY Phil performs, it’s history, the people who compose for it and the people who support it, while promising that NYP will always be intriguing, entertaining and enriching. The launch campaign included the complete program guide for the season, direct marketing, social media and email blasts.
After only three months, NYP exceeded sales expectations with over 6,000 new subscribers. The Phil has also received direct feedback from subscribers on how much they love the new subscription guide.