By Kevin Whitlock
Great news for music lovers everywhere - we have won a special “Alumni” project brief from the National Youth Orchestra of Great Britain (NYO).
The NYO, which was founded in 1948, offers young musicians between the ages of 13 and 19 orchestral training in the symphonic repertoire. The 160-strong Orchestra performs regularly in some of the UK’s most prestigious venues with internationally renowned conductors such as Sir Colin Davis and Sir Simon Rattle.
As a registered charity, the NYO receives no direct government support and relies of the generosity of private and corporate donors and supporters to carry out its work. In its diamond jubilee year, the organisation has decided to focus on raising both its national profile and tapping into its army of alumni (former members of the NYO include Simon Rattle, Mark Elder, Thomas Ades, Judith Weir and Alison Balsom).
OgilvyOne has been engaged to approach the 1,250 passive alumni and reconnect them with the NYO in the hope of enlisting their financial support. It is also hoped that some of these “passive” alumni will be able to help establish contact with as many of the 975 or so former members who have completely lost touch with the Orchestra as possible.
Work on the project will start in July, with OgilvyOne initially helping NYO with its databases and creating an email campaign. A creative campaign should follow shortly afterwards.
Sam Williams-Thomas, deputy managing director and head of new business at OgilvyOne London says: “This is a very interesting piece of work for a client which plays a vital role in the cultural life of the nation. It offers a number of opportunities which I think many of the creatives here will be extremely keen to get their teeth into. It’s going to be fun, as well worthwhile.”
The NYO is actively supported by British Gas, another of OgilvyOne London’s clients.