d expósito & Partners promotes initiatives of Philharmonic Orchestra of the Americas.

The Philharmonic Orchestra of the Americas (POA), conducted by 26-year old Founder and Artistic Director, Alondra de la Parra, has enlisted the help of d expósito & Partners to handle its marketing communications, as well as provide support with public relations and fundraising initiatives. “This relationship expresses the social conscience of our agency, our organic, creative need to sell what we call products of the spirit, by contributing to the arts, education and various social initiatives that can better our Hispanic community and the world,” said Daisy Expósito-Ulla, Chairman/Partner at d expósito & Partners. The relationship was established in May of this year, when POA was finalizing preparation for its first-ever gala concert and banquet.

“We approached d expósito & Partners because of their reputation in the industry and their outstanding body of work, and they embody the same passion for the community that we do,” says Alondra de la Parra. “In a short time they have proven to be great partners, helping us seize many opportunities and even creating new ones. We’re thrilled to be working with them.”

POA’s mission is to promote young composers and artists/soloists from the Americas. Their performances feature music from North, Central and South America, with a focus on works from Latin America or with Latin themes, by both well-renowned composers and younger, contemporary composers. Based in New York City, POA strives to break the barriers and/or stereotypes that are traditionally associated with classical music, positioning music as necessary for all people and an indispensable part of life.

POA is a young, vibrant ensemble that really is one-of-a-kind, starting with Alondra herself. She is a young, Mexican conductor; attributes that are unheard of in today’s classical music scene. “We embraced the opportunity to work with POA because they’re great for the Latino community,” says Louis Maldonado, Client Director at d expósito & Partners. “The first genres that come to mind when one thinks of Latin music include the usual suspects: Regional Mexican, Tropical, Reggaetón or Rock en Español. POA adds further dimension to the musical talents we have to offer to the world by helping us realize we should add Classical to the list.”

The agency’s first creative assignment was the development of a campaign theme to support the upcoming tour, where POA will perform concerts across major cities in the U.S. and Mexico. The tour, entitled “No Borders,” kicks off with a concert on November 15 at the Skirball Center for the Performing Arts at the prestigious New York University. Campaign elements for “No Borders” include a TV spot, a direct mail piece, and collateral materials. “The tour’s name and campaign theme, ‘No Borders’, has both literal and metaphorical meaning,” says Jorge Ulla, Partner/Chief Ideation Officer at d expósito & Partners, who created the campaign with Senior Art Director, Pablo Villegas. “Literally, it refers to the fact that the tour’s footprint encompasses both the U.S. and Mexico, but the true inspiration stems from POA’s aspirations to create unity and tolerance through music, despite any political or social tension that may exist between countries.”

The tour program will feature Venezuelan piano soloist, Ana Karina Alamo, as well as works by Gershwin, Piazzolla, Revueltas and Copland, among others. In the innovative and sometimes experimental spirit of the young orchestra, a highlight of the program will include a soccer-themed piece, Inguesu, by Mexican composer Enrico Chapela. It calls for the orchestra’s wind sections to dress as the national soccer teams of Brazil and Mexico, and culminates with maestra de la Parra issuing both yellow and red cards to an out-of-line trombonist.

In addition to the New York City concert date, POA will perform concerts in Dallas, Washington, D.C. and Mexico City.