Since June, Nuage Marketing has been working with Queensland Symphony Orchestra (QSO) to manage their digital advertising across Facebook, Meta, and Google. Our goal with this partnership has been simple - to make sure that QSO’s incredible performances are seen by as many people as possible, not just classical music fans. Orchestral music is something that everyone can enjoy, and we’ve focused on creating campaigns that connect with people from all walks of life.

This collaboration reflects Nuage Marketing’s passion for making classical music accessible to everyone. Joumanna Haddad, Co-Director of Nuage Marketing, brings a rare and powerful combination of deep arts industry knowledge and marketing expertise to the table. With a classical music degree and extensive experience marketing arts organisations, Joumanna bridges the gap between creativity and strategy. This blend of insight allows Nuage Marketing to craft campaigns that not only capture the essence of the performances but also connect meaningfully with diverse audiences.

Rather than just selling tickets to those who already love classical music, Nuage Marketing has put a huge effort into finding interesting elements of each concert that resonate with people who may not be familiar with classical music. Whether it’s the emotion behind the music, a unique backstory, or a theme that aligns with audience interests, we’ve made sure that each ad speaks to the right audience in a meaningful way.

"This isn’t just about ticket sales—it’s about showing people that orchestras and classical music are accessible to everyone," explains Joumanna Haddad, Co-Director of Nuage Marketing. “We’ve built campaigns that highlight what’s relatable in each performance, so people who may not think classical music is ‘for them’ feel invited to come along and give it a go."

A strategic, data-driven approach to drive results for QSO

Our strategy for QSO is all about reaching the right people at the right time. We’ve implemented a range of tools to ensure we’re targeting effectively and getting the best results possible. This includes utilising custom audiences to reconnect with previous ticket buyers by serving them ads for upcoming performances that align with their interests. We’ve also built lookalike audiences through Meta and Google to engage new people with profiles similar to those of QSO’s existing audience, expanding QSO's reach to potential concertgoers who may not have attended before. For each campaign, we dive into the program to uncover relatable elements - whether it’s the joy of a familiar piece or a connection to a cultural moment, ensuring the messaging resonates with regular attendees and those new to classical music.

Making orchestral music accessible to all

For us, this partnership is about more than just filling seats, it’s about making classical music part of everyday life for more people. We want to show that QSO isn’t just for classical music lovers; it’s for anyone who wants to enjoy something meaningful, uplifting, or just plain fun.

"It’s been exciting to see the results so far," adds Joumanna. "By focusing on finding the right message for different audiences, we’ve been able to get some really great engagement and ticket sales - proving that orchestral music has something to offer everyone."

Looking Ahead

We’re excited to continue our work with QSO and help them reach even more people across Queensland. With every campaign, we’re refining our approach, finding new ways to connect with audiences, and building on what’s already been a great collaboration. As we continue to grow, we look forward to the opportunity to work with other arts organisations, applying our expertise to help more cultural institutions reach broader audiences and thrive in the digital space.