Build a brand that rallies everyone.
Sometimes you’ve got to create a space for something good to happen. Engaging audiences with artists from around the globe, Grand Performances’ free summer concerts draw eclectic crowds to California Plaza. Yet rather than try to market to every aspect of such a diverse audience, we recognized how Angelenos could just as effectively market to themselves. We created the right tools, and they embraced them — celebrating and expanding the Grand Performances brand virally through social media. Turns out that all they needed was a rallying cry.