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A symphony of design: Insight and NZSO play a different tune to attract new audiences

Idealog + Insight Creative

A symphony of design: Insight and NZSO play a different tune to attract new audiences

Like most arts organisations, The New Zealand Symphony Orchestra is focused on attracting new audiences. For the 2017 campaign, they acknowledged that new audiences weren’t being attracted by the traditional ways of marketing their upcoming season. Insight Creative proposed a new approach to deliver cut-through and to position a night at the NZSO as a viable arts and entertainment experience.

Idealog + Insight Creative

The growth of fast food and the plethora of quick and easy meal solutions has spawned a competing movement for slow food, which is focused on quality and the deeper experience associated with cooking and eating. These same principles are echoed in a growing move back to print communication mediums to engage audiences, win hearts and minds, and deliver better results, writes Insight Creative’s CEO and strategy director Steven Giannoulis. 

Idealog + Insight Creative

The New Zealand Drug Foundation believes that the way we currently deal with drugs doesn’t work for Māori and that our criminal justice approach to minor offences causes more harm to those caught up in it than drug use itself. A series of hui was established to discuss the issue with the community most affected, so it created a brand, marketed these events and helped draw some bigger than expected crowds. 

Idealog + Insight Creative

With New Zealand tourism experiencing rampant growth, constraints are rapidly appearing because of accommodation pressures in key destinations. New hotel investment is becoming critical and, given the scale of that investment, New Zealand Trade and Enterprise took the business case to major offshore funding sources with marketing support from Insight Creative.

Design Month, brought to you by DNA

As part of Idealog's Design Month, we picked the brains of some of the most interesting individuals in the industry to find out their favourite design-related things, their not-so-secretive side hustles and what inspires them creatively. Here's Insight Creative's David Storey. 

Design

While the news has been filled with reactions to the flag, our newly designed bank notes seem to have taken a back seat. They aren’t cheap either, at a 'mere' $80 million, and if we are looking at shedding the shackles of the monarchy in the form of the Union Jack, should the Queen be departing our bank notes too? And what about core design principles. Do our notes stack up to the aesthetics of those from other nations? We talk to designer Brian Slade, creative director for Insight Creative for a commentary on another facet of New Zealand’s branding, our currency.

Advertorial

Business success doesn’t just happen because you want it to. You have to work hard at putting the foundations in place. One of those fundamentals is an internal culture that supports the external brand and market aspiration. Well-designed staff engagement translates to better reputation and business results, writes Steven Giannoulis from Insight Creative.

Branded Content

Advertorial

After nearly 25 years of managing the marketing and communications needs of big brands and corporates, Steven Giannoulis made the move from client to design agency. The change highlighted the crucial relationship between business and agency.