The Neapolitan Music Society

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Issue

The Neapolitan Music Society (NMS) is a non-profit that works to resurrect the groundbreaking classical music composed in Naples, Italy during the 17th and 18th centuries.  The society’s quest hinged on a world premiere concert in New York City, New York, featuring works never performed in America.  They defined the success of this event as an enthusiastic audience and rejuvenated fundraising.

Idea

PetersGroup responded quickly by engaging major arts reporters and New-York-area Italian publications, while simultaneously driving aggressive word-of-mouth and social media campaigns through the region’s Italian and arts communities.

Impact

The event drew an enthusiastic crowd, including former New York governor, Mario Cuomo and his wife, Matilda. Multi-format media chronicled the event, and the NMS press release was picked up by 25 major sites. A picture of the Cuomos with the Concert Maestro made the front page of the Queens Times. Contributions spiked, and plans for an encore performance ensued.