Allentown Symphony Hall

Background

With ticket revenue down -47%, Allentown Symphony Hall (ASH) needed a new positioning and brand identity to broaden its audience and boost sales.

Results

Punch repositioned Allentown Symphony Hall as the remarkably approachable performing arts center that offers amazing performances for everyone. Programming was diversified beyond ASH's historic focus on classical music to include a wide range of the performing arts: comedy, rock, holiday, dance, family, film, theater, opera and jazz. Additionally, a casual dress policy was implemented and promoted across all ASH events. Punch brought these ideas to life via the "Spotlight Campaign" — an illustrated campaign featuring striking graphics that metaphorically convey the thrill that comes from enjoying amazing performances in a setting that's warm and welcoming to everyone.

This new positioning, diversified repertoire and eye-catching campaign succeeded in attracting a larger and younger audience — ASH ticket revenue jumped +93% versus prior year.