Context
Ivor Bolton is one of the most acclaimed and internationally active English conductors. Chief Conductor of the Mozarteum Orchestra Salzburg since 2004, he also regularly appears at renowned opera and concert houses around the world (Covent Garden, Paris, Vienna, Munich, NY, Madrid). He is the founding musical director of the St James’s Baroque Players and the Lufthansa Festival of Baroque Music. A truly versatile musician, his rich musical repertoire encompasses everything from Baroque music (towards which he has a particular affinity) to 20th century works.
Mission and approach
Ivor Bolton approached us in June 2009 with the request to organise his international PR, accompanying his numerous engagements in Europe and North America. The moment was particularly favourable, given that he was engaged to conduct no less than 18 (!) concert and opera performances at the 2009 Salzburg Festival. This represented not only a personal record for Ivor, but also the first time an English conductor had been so preeminent in the Salzburg Festival pit. Our approach to raise Ivor Bolton’s public profile went far beyond highlighting his exceptional artistic achievements in the international media. In order to enhance his stand as an established and dynamic artist, who actively seeks a dialogue with his audience, we completely overhauled his brand image. In addition, we provided him with numerous opportunities to present his activities in an innovative, interactive and accessible way, allowing the public a fascinating insight into the realities of his profession.
Achievements
Artistic consultancy: Creating a brand image
- Organised a professional photoshoot in Austria
- Developed the creative concept for Ivor Bolton’s personal website
- Created original content for the website
- Designed and maintained the website
Online media
- Suggested and devised a blog, in which Ivor Bolton related his conducting experience at the 2009 Salzburg Festival
- Suggested and implemented a second blog, in which Ivor Bolton related his conducting experiences of the rehearsal process and performances of Handel’s Tamerlano at London’s Royal Opera House in 2010
- Enhanced Ivor Bolton’s presence on online social media networks, among which Twitter, Facebook and Dilettante
- Created and updated a Wikipedia page dedicated to Ivor Bolton
- Ivor Bolton’s Salzburg blog was featured as an innovative campaign in the German newspapers Frankfurter Allgemeine Zeitung and Süddeutsche Zeitung in summer 2009 and mentioned in renowned classical music blogs, such as Opera Chic and Classical weblog
- Coverage for Ivor Bolton’s latest disc in Gramophone Magazine, accompanied with an interview in the same issue
- Profiles in the 2009 December issues of the Spanish music magazines Opera Actual and Scherzo (parallel to Ivor Bolton’s engagement at the Teatro Real Madrid)
- Features in Gig Magazine and BBC Music Magazine in February and March 2010
- Interviews with the classical music websites Opera Britannia and Classical Source as well as on BBC Radio 3’s In Tune programme in February and March 2010 (parallel to his Royal Opera House engagement)
- Interview with the Spanish classical music website Mundo Clasico in May 2010 (parallel to his Barcelona engagement)