Case Study: Melbourne Symphony Orchestra achieves near sold-out Chinese New Year concert promotions with Chin Communications

Melbourne Symphony Orchestra reaches 485,700+ exposures with Chin Communications

The Melbourne Symphony Orchestra (MSO) faced the challenge of promoting its Chinese New Year concerts during the COVID-19 pandemic, when Melbourne's Chinese community was hesitant to attend public events. The orchestra engaged Chin Communications to manage its multilingual social media promotions targeting this audience.

Chin Communications implemented a campaign focused on the WeChat and RED (Xiaohongshu) platforms, supplemented by traditional Chinese print media. This strategy generated over 485,700 exposures and resulted in virtually sold-out concerts for both the 2021 and 2022 events, a significant achievement given the prevailing health concerns and restrictions.

Melbourne Symphony Orchestra (mso)