Lincoln Center Stage

Reclassifying Classical Music

Lincoln Center Stage
  • Holland America Line

  • Gold Magellan Award for Premium Ship Entertainment

Challenge
Seeking to elevate their music program, Holland America Line asked us to provide an authentic and extraordinary on-ship entertainment experience.

Strategy
We conceived and executed a partnership that brought the very best of the performing arts to a cruise line for the first time. Critical to the partnership was ensuring the integrity of the program and the high standards of Lincoln Center for the Performing Arts – the world’s leading performing arts organization.

Together we devised an immersive chamber music experience reflective of the architectural design at Lincoln Center. In addition to incorporating traditional repertoire by the greats, such as Beethoven and Schumann, we helped introduce a younger demographic to classical music through a different take on modern songs like Creep by Radiohead and Stairway to Heaven by Led Zeppelin.

Results
Our brand partnership was the first ever licensing deal for Lincoln Center. In under five years attendance skyrocketed by 90% and created additional revenue through F&B channels. Lincoln Center Stage is now regarded as the platinum standard for music programs at sea, exposing a younger audience to classical music while still catering to connoisseurs.