Virgin Australia, the principle partner of the Australian Chamber Orchestra, celebrated its relationship and mutual commitment to innovation by reimagining Vivaldi’s famous ‘Spring’ (from The Four Seasons) using Virgin Australia passengers on a travelator to create all the musical notes.
The late February initiative, developed in partnership with agency Clemenger BBDO Sydney (with production was by Snakes & Ladders), turned plane passengers on a Sydney Airport travelator into sheet music for the one-off performance played live by members of the ACO.
The orchestral airport stunt was an awareness-driving promotion to drive ticket sales for the ACO’s 2015 National Tour of The Four Seasons (presented by Virgin Australia).
The stunt also coincided with Virgin Australia recently finishing the repainting of their aircraft fleet with their red and white livery.
Comment
Virgin Australia is the first ever Principal Partner of the ACO – which celebrates its 40th anniversary in 2015.
Sponsorship plays a valuable role in the promotion of Virgin Australia and support for the communities in which the airlines operate. Perhaps a more important role than in the other major market in which the airline operates.
It focuses its partnership programme around properties and campaigns that that deliver commercial or community benefits which align with the airline’s own values, beliefs and positioning.
In addition to the ACO, Virgin Australia’s other arts and culture partnerships in Australia range from supporting the Sydney Dance Company, working with The Western Australia Ballet and Queensland Ballet, to backing the Queensland Art Gallery and sponsoring Circus Oz.
Its sports sponsorship deals range from partnering with the mainstream AFL, to the Australian National Basketball League and a range of community associations such as Surf Life Saving Australia.
Links
Australian Chamber Orchestra Website
Virgin Australia Website
http://www.virginaustralia.com/
