CHALLENGE

Oregon Symphony needed to attract younger, culturally engaged audiences while maintaining relevance with its existing base.

APPROACH

Repositioned the Symphony through a modern storytelling platform that connected classical music to culture and lifestyle. Launched My Source, an integrated, influencer-led campaign spanning social, digital, and out of home, designed to scale and evolve over time.

IMPACT

Expanded reach and cultural relevance by reframing classical music through a modern lens, driving stronger engagement with younger audiences and building a repeatable campaign platform.