Contact Us
Careers
FAQ
The Oregon Symphony, as the largest performing arts organization in Oregon and one of the leading orchestras in the United States, has long been a cultural treasure in the Pacific Northwest. With a history spanning over 125 years, the Symphony boasts a reputation for excellence in classical music and innovative programming. However, like many orchestras across the nation, it faced a significant challenge: how to attract younger audiences while retaining its core base of classical music enthusiasts.
In collaboration with Watson Creative, the Oregon Symphony embarked on a campaign to reposition itself, bringing the transformative power of classical music to a broader, younger audience through modern storytelling and creative engagement.
The My Source campaign was at the heart of this repositioning effort. Designed as an omni-channel initiative, it leveraged the voices of local influencers to connect classical music with the passions and lifestyles of a younger demographic. The campaign featured three key influencers whose unique stories resonated with distinct audience segments:
Dennis Dixon, former NFL quarterback and fitness guru, highlighted how Mahler’s compositions inspired his drive and focus, appealing to “Wave Makers” in sports and fitness communities. Katie Poppe, founder of Blue Star Donuts, connected Debussy’s creative defiance to her entrepreneurial spirit, inspiring “Table Turners” who value innovation and disruption. Glenda Goldwater, a prominent Portland philanthropist, shared how Beethoven’s emotional depth fueled her philanthropic vision, resonating with “Path Builders” who seek meaningful contributions to their communities.
Each influencer was featured across digital, print, and out-of-home media, including social media platforms, MAX train wraps, bus ads, and a striking window installation at downtown Portland’s Target store. Watson Creative also developed templates for future influencers, ensuring the campaign’s longevity and adaptability.
The My Source campaign didn’t stop at traditional advertising. Watson Creative provided a digital strategy that extended the campaign’s reach through Facebook, Instagram, and other digital channels, allowing the Symphony to engage audiences in real-time. Social media posts featured video testimonials, behind-the-scenes glimpses, and influencer-led storytelling that bridged classical music with modern aspirations.
The campaign’s innovative approach brought the Symphony to new heights. Community engagement grew significantly, and the campaign achieved impressive results, including an estimated two million weekly impressions—all driven by free influencer content.
The My Source campaign successfully brought classical music to a new generation while reinforcing the Symphony’s cultural relevance. Ticket sales among younger demographics increased, digital engagement soared, and donor interest strengthened as the campaign demonstrated the Symphony’s forward-thinking vision.
Scott Showalter, President and CEO of the Oregon Symphony, praised the campaign, saying:
“Over the last five years, the Oregon Symphony has enjoyed the greatest growth among American orchestras. This campaign that Watson created has taken us to new heights. Artistic. Genuine. Exciting. This is the kind of storytelling that arts organizations need today.”
Former Marketing Director Natasha Kautsky reflected: “The Symphony was trying something completely new, making a u-turn. And if nothing else, it shook them up and laid the groundwork for more exploration.”
The Oregon Symphony’s success highlights the power of combining tradition with innovation. By aligning classical music with the passions and values of modern audiences, the campaign demonstrated how storytelling and influencer marketing can redefine perceptions and expand reach. The campaign’s longevity and adaptability also underscore the importance of creating frameworks that can evolve over time, ensuring continued engagement with future audiences.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
