Viva Mozart 270 at Carnegie Hall
A focused paid media campaign for the Vienna Royal Orchestra’s Carnegie Hall debut.
Project
Vienna Royal Orchestra: Viva Mozart 270
Timeline
March - June 2026
Location
Carnegie Hall, New York
Solutions
Performance Marketing, Creative Production
Mozart’s 270th Anniversary at Carnegie Hall
The Vienna Royal Orchestra made its New York debut with a special tribute marking the 270th anniversary of Mozart’s birth, presented by Lab 38. Rooted in Vienna’s rich orchestral tradition, the ensemble brings together distinguished international musicians and has performed across Europe, with annual tours in China. Led by conductor Chris Joonmoo Lee and featuring pianist Tian Jiang, the program paired some of Mozart’s most beloved works with Tchaikovsky’s Serenade for Strings.
The Challenge
Classical music campaigns require a careful balance. The audience is highly specific, but the event still needs enough scale to fill a major venue like Carnegie Hall. With three months to promote the orchestra’s New York debut, we had to reach established classical music lovers, regular Carnegie Hall attendees, and Chinese and Korean expat communities with an interest in orchestral performance. The campaign also needed to make a European ensemble feel relevant and credible in a new market without relying on broad, generic messaging.
The Outcome
We built a focused campaign across Meta Ads, Google Ads and relevant Facebook communities, using each channel for a different part of the audience journey. Meta drove broad visibility and interest, while Google captured people already searching for Carnegie Hall, the performers, and the program. Together, the campaign generated more than 1.33 million impressions, 27,097 ad clicks, and 7,210 ticket-page visits, supporting 1,577 ticket sales and a blended ROAS of 706.92%.
Campaign Results
Through paid media and targeted promotion, we helped make the Vienna Royal Orchestra’s New York debut visible, relevant and well attended
Campaign impressions
Total advertising clicks
Tickets sold
How We Got There
We shaped the campaign around classical music audiences, Carnegie Hall interest, and cultural communities
Meta Ads introduced the event to new audiences through a mix of creative, interest-based targeting, and retargeting. Google Ads supported the lower part of the funnel by capturing people already searching for Carnegie Hall, the orchestra, the performers, or the program. Together, the channels supported both discovery and active demand.
Performance Marketing
We planned and managed Meta and Google Ads to build awareness, capture demand, and support ticket sales throughout the three-month campaign. Video was central to the strategy, and we created a wide range of ad variations to test different messages, audiences and formats.
Creative Production
We produced campaign videos and print artwork to introduce the orchestra, present the program, and support promotion across digital and offline channels. Showcase photography featured in this case study was sourced from Tian Jiang’s official Facebook page.
Final Notes
A New York debut, a major stage and a campaign we were proud to help bring to life
There was something special about this project from the start. The Vienna Royal Orchestra was making its New York debut with a program celebrating Mozart on one of the world’s most iconic stages. Helping build the campaign around that moment was both exciting and meaningful, and seeing the audience respond made it even more rewarding.
Below are a few videos from Carnegie Hall, shared on Tian Jiang’s official Facebook page.
