- The Washington Times - Sunday, May 16, 2004

The Baltimore Symphony Orchestra (BSO) is starting an ad campaign to promote the 2005 opening of the symphony’s second home in Montgomery County.

The BSO has hired MGH of Owings Mills, Md., to create an advertising and direct-mail campaign focusing on the new Music Center at Strathmore in North Bethesda. The BSO will share time during the season between Strathmore and its current home, the Meyerhoff Symphony Hall. The orchestra will perform more than 30 concerts a year at the new 2,000-seat concert hall.

The campaign, slated for this fall, will promote the BSO’s 2005 season at the Strathmore, which opens Feb. 5. MGH also will focus its marketing efforts on expanding the BSO’s audience by targeting both classical-music aficionados and those who enjoy the music but don’t attend performances.

“The Music Center at Strathmore represents an unprecedented initiative by a major symphony orchestra, and we intend to make the most of this opportunity to inspire excitement and loyalty among an entirely new audience base,” said James Glicker, BSO’s president and chief executive officer-elect.

MGH has worked with the BSO before. The agency created a multimedia campaign in 2000 announcing the arrival of its music director, Yuri Temirkanov.

On the runway

The Metropolitan Washington Airports Authority, which manages Ronald Reagan Washington National Airport and Washington Dulles International Airport, is on the next phase of its search for an ad agency.

Proposals, which were due April 14, are being reviewed, and a decision is expected in July. The contract, worth $500,000 to $800,000 annually, is for one year with two one-year renewable options.

The authority’s ad agency is an extension of its in-house marketing team and provides services such as graphic design, media buying and other marketing projects on an as-needed basis, said spokeswoman Tara Hamilton.

The contract covers both airports, but the focus likely will be on Dulles, which is undergoing construction and anticipating significant growth, Ms. Hamilton said.

New campaigns

• Sparky’s Garage, based in Leesburg, has been named agency of record for Martens Cars of Washington, a Volvo and Volkswagen dealership in Northwest. The $750,000 account will include print ads, radio, direct mail and public relations. The agency already has produced print ads for Martens Volkswagen that broke last month and print ads for Martens Volvo that broke last week.

• The Wall Street Journal kicked off an ad campaign this month in Europe and Asia. The campaign, created by Trahan, Burden & Charles in Baltimore, includes television and print ads.

New wins

• California Tortilla, which has six locations in the area, has hired Walczy Hamilton Tran Meyers to handle advertising and promotions as the Mexican-food chain kicks off an expansion in Maryland and Virginia. The Bethesda ad agency will help prepare California Tortilla for franchise development, strengthen the company’s brand and create new chainwide promotions.

Donna De Marco can be reached at 202/636-4884.Advertising & Marketing runs every other Monday.

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