Create an integrated advertising campaign that raises awareness of Soundscape Music

and educates the public to all the resources and music material they offer.

Nearly 50% of gramophone customers are 35 or younger this is because millennials are interested in exchanging the idea of convenience for an experience.

Once upon a time, the record store was the go-to place to discover new music. Today music is available to us at any moment by the lick of a button. The world of music is bringing back the act of taking time to search out music by engaging millennials with music in their everyday lives.

A Direct mailer will be sent out to people in the surrounding areas. The mailer will be a small stack of vinyl disks. The disk will have information in addition to getting people started on the music scavenger hunt.

A scavenger hunt will take place across downtown Toronto. Small Poster of QR codes will be placed in different areas of the city and will pop up with a song that corresponds to the mood of that place. Users will be able to scan with their phones and if they have the Soundscapes music app they will be able to get a preview of the song and a discount when they come in to shop at the store.

The soundscape music app will be the new online representation of the store. Since millennials spend the majority of their times on the phone the app will provide them with all sorts of information they may need before they come in. Users will be able to save information for artists that they are looking forward to seeing, search for new music, get alerts on the newest arrivals, and preview music. Once a user has found the songs they are interested in they are able to reserve the CD or vinyl for purchase in store. Information for up and coming shows will be available for users and they can make reservations for in-store pickup.