Case Study: The VAM Symphony Orchestra presents Eternal Light

The Client

On February 19, 2012 at The Orpheum Theatre, the Vancouver Academy of Music Symphony Orchestra presented Eternal Light. The concert commemorated the 10 year anniversary of Maestro Wallace Leung’s passing. Leung was a cherished conductor, music director, violinist, teacher, and pillar of the music community, who died suddenly at the young age of 33.


Under the baton of Music Director Leslie Dala, the program included Beethoven’s Symphony No. 5, Brahms’ Violin Concerto, and Canadian composer John Estacio’s Light Eternal.


The Campaign

Laura Murray Public Relations were hired to provide a far-reaching media relations campaign that would achieve high levels of public awareness in lead-up to the concert.


The campaign strategy involved securing advance interviews for the artists in high-profile media outlets and featured event promotion in a wide variety of print, radio, and online calendars, special sections, and event listings.


A particular emphasis was placed upon community media outlets, as many of the symphony’s students resided within the Lower Mainland’s necklace of outlying communities, and on youthful, culture-focused websites, as the low admission made it a perfect opportunity for first-time symphony-goers.


The Results

Interviews and articles were secured with publications and outlets throughout the Lower Mainland.  Coverage highlights included: the Vancouver Sun, Province, Studio Four with Fanny Kiefer, CBC Radio-Canada, Radio-Canada’s Telejournal, Fairchild Radio, Fairchild TV, News 1130, Endeavours radio, Georgia Straight, Tri City News, Coquitlam Now, Richmond Review, Surrey Now, Burnaby Now, North Shore News, Metro Newspaper, Vancity Buzz,, and Vancouver is Awesome.


The VAM Symphony Orchestra achieved record attendance numbers for the enormously successful concert.


Selected Coverage


(click on article to read)


Online Media:

VAM Symphony Orchestra on VancouverIsAwesome.comVAM Symphony Orchestra at




Categories: Case Studies