Karen Cardy, Director of Marketing at the London Symphony Orchestra delivered this lecture at the Australia Council office on Wednesday 4 April 2012 at 6.00pm.

The London Symphony Orchestra (LSO) achieves average ticket sales of 86% at its London Barbican home, where 68% of the audience each year are attending for the first time.

Karen Cardy, Director of Marketing at the London Symphony Orchestra and Centre Director of LSO St Luke’s, the LSO’s Music Education Centre, talks about her experience of marketing to single ticket buyers. The LSO has recently been experimenting with ‘breaking the fourth wall’ – speaking directly to the audience, including them in the situation, and breaking down barriers to start conversations.

The 10-year programme at LSO St Luke’s has become a case study in community engagement with locals, students and targeted ethnic communities in London’s busy arts marketplace.

Presented by the Australia Council and Sydney Symphony.

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