We all know Dubai’s a luxury destination. But how can you make it appeal to families as well as the golf-and-spa-and-shopping set? Orchestra worked closely with carefully chosen media partners to create a suite of microsites and seeded video content that opened up new ways to share Dubai’s charms to a key audience – Mums. The campaign was awarded a Silver in the Best Digital Ad Campaign category. Yay.
This is just a taster of some of the work we do. You can see more, much more, by clicking here to visit our portfolio site. Yes, we do a lot of travel and tourism, automotive and financial but we have a lot of experience (award-winning experience, too) in the drinks, hospitality and telecoms sectors from pre-Orchestra days. We’d love the opportunity to discuss any brief, project or pitch so if you’d like to talk to Orchestra please give Will, Dan or Robert a call on 020 7512 3456. Thanks.
2014 marks the centenary of the start of the Great War, 1914-18. Part of our work for Tourism Flanders is to raise awareness of the commemorations being held in Flanders, Belgium, in the run-up to and during the centenary period.
We thought we’d kick-start the campaign with a bit of a show-stopper. Literally.
Orchestra created a sixty-second TV spot using archive images from the Passchendaele Memorial Museum in Flanders Fields, and ran the spot as a minute’s silence during the X-Factor on Remembrance Sunday, 11th November 2012.
Tranquil beaches. Hidden corners. Unexpected views. Our self-guided walking and cycling holidays help you explore some of Europe’s most beautiful unspoilt coast and countryside at your own pace. Stay in small, family-run hotels. Immerse yourself in the local way of life. Find the places others don’t. On a Slow Holiday, from Inntravel.
Here’s a Director’s Cut of some of the additional footage that didn’t make it into our
Inntravel ads, and some that did. The music is by Kings of Convenience, from the album
Quiet is the New Loud… which in itself is very ‘Slow’, and very lovely.
A little out of date (we are making a new film … featuring new work and new people!) but here we are… a day in the life of Orchestra in two and a half minutes.
A closer look at some of the strategic thinking behind our work and some of the business challenges it addresses. If you’d like to learn more about any of the stories featured here please call Will or Dan on 020 7512 3456, or just drop us an email.
In 2011, Orchestra launched its first advertising for Inntravel. ‘Wonderfully Slow’ was a campaign conceived to differentiate Inntravel from its competitors by bringing its emotional rewards to the fore and make it clear: Inntravel holidays aren’t just any old ‘walking’ or ‘cycling’ holidays.
To use Inntravel’s own words: “It has become too easy to define the offer by the generic titles of ‘walking holiday’ or ‘activity holiday’… this not only over-emphasises the means rather than the benefits of an Inntravel holiday; it can also serve to define the holiday by what is most similar, rather than what sets it apart.”
The early Slow work was a good stake in the ground and provided positive learnings on the audience’s receptiveness to the concept and the advertising. Orchestra’s brief for 2012 was to develop the Slow concept further, to dramatise it in new and engaging ways and test new channels to widen the brand’s appeal, all the while taking care not to alienate existing customers. In our second year we needed to produce a campaign that would get more of the right people talking, more people telephoning and clicking that mouse, and of course crucially – more people taking a holiday with Inntravel.
An Inntravel holiday isn’t flopping out in a resort for a fortnight. Nor is it racing around, cramming in sight after sight. It’s exploring your surroundings in your own way, at your own pace. The message is simple: take your time to enjoy and appreciate the little things, the instances of delight.
In order to bring the essence of the holidays to life, we chose film as the primary medium. With broadcast media increasingly accessible for niche brands and the digital revolution continuing apace, we saw film as providing our greatest opportunity for engagement and dramatizing the Inntravel experience. Portugal’s Alentejo was the chosen location to film what became a 30 second spot and pre-roll, as well as a series of shots that would form the basis of our wider print campaign.
The client was so impressed with the work that they brought Slow into the heart of their brand by adopting the strapline The Slow Holiday People. Orchestra then created and directed the adoption of a new look and feel across all the brand’s customer touchpoints, from website to brochures, from direct mail to joining instructions and walking notes.
With so many diverse placements we have results coming out of our ears. We’ve achieved millions of impacts through TV (Nat Geo, Nat Geo Wild, Eden, Blighty and More 4) and radio (SmoothFM). We’ve reached vast numbers using pre-roll on telegraph.co.uk and rich media across the Specific network, amongst others. We’ve engaged a new audience on Facebook, with people liking and sharing our content, making hundreds of new friends in the process, and we’ve brought Slow to life in print in niche lifestyle publications such as The Simple Things, Jamie, Coast and Waitrose Kitchen Magazine. Some ideas have worked better than others of course but, fortunately for Orchestra, Inntravel has embraced our vision and given us the opportunity to be brave.
Ultimately any advertising needs to be able to demonstrate a measurable impact on business performance – it needs to generate qualified and genuine interest. What was Orchestra’s impact? An overall year on year increase in customers and increase in first time buyers – proof positive that Slow is helping Inntravel extend and deepen its customer base.
A random collection of some of the things that have inspired us, tickled us, or made us go up to total strangers and say ‘you see? you see? that’s how it’s done! look!’
Just up the road from us, the Timber Yard is a relatively new-comer to Old Street, but it already feels like an old friend. Great coffees, wonderful teas, cakes and breads to die for, and don’t get us started on the hot chocolate shots. This is their website www.timberyardlondon.com but it’s better to go there for real. And bring us back a brownie please. Oh, and a flat white.
Sharp. Witty. Insightful. Mr Trott always has a keen eye on life, the universe and everything to do with advertising – and not, and his blogs are a must-read for anyone in the business. See what Dave Trott is saying today at davetrott.campaignlive.co.uk
Want to join the team at Orchestra?
The best thing to do is send a cover‐letter and CV to firstname.lastname@example.org, stating clearly in the subject line the kind of role (i.e. Creative, Planning and Media jobs) you are interested in.
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