Despite the previous commitment by the Dutch Minister of Culture, the Metropole Orchestra was still threatened by extension due to severe cost cuttings by the government. Convince and show a cost cutting government that the Orchestra is a vital part of the Dutch culture. Show them their entrepreneurial spirit and the fact that they can count on strong support by the Dutch people. Next to that: create PR momentum for the Orchestra; enable them to address the subsidy issue and tell their story.
The target audience of this campaign was primarily the Dutch politicians. But for convincing them, we needed the help and participation of the Dutch people in order to get the message across. This made them the second most import target audience of our campaign.
