Dialog Case Study

Promoting the Most Spectacular Artistic Collaboration in Austin’s History

Marking the centennial year of American music legend, Leonard Bernstein

Client Overview

Merick Strategies led by Mela Sarajane Dailey is a consulting and production agency with expertise in large-scale performances, special events, fundraising, and uniting the corporate and nonprofit sectors in unique and exciting partnerships while benefiting the community.


Merick Strategies established The Bernstein100Austin organization to bring together 300 musicians and dancers including the symphony, 3 choirs, ballet, opera, and marching band for two incredible performances of Mass at the Long Center, a $1M production. It would be the largest musical collaboration in Austin’s history, – celebrating the 100th birthday of Leonard Bernstein.

Insights, Action, and Creative Strategy

Develop a powerful creative concept that intrigues, moves and captures the full essence of the message of Mass, while also helping lift up and support all the amazing elements of the production.

  • Creative strategy will drive awareness and understanding of the spectacular nature of this event and its ultimate message of finding hope.
  • The creative strategy will scale across all assets for biggest impact including posters, brochure, programs, interactive, event signage, outdoor ads, and print ads.

““Bernstein’s MASS is nothing less than an Austin triumph.””

Austin American-Statesman

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“Review: MASS a towering achievement that soars, lifts, and inspires.”

Broadway World

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“The cultural event of the decade. Bigger than Texas.”

Texas Monthly

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“Bernstein MASS profits go to Austin non-profits.”

Austin American-Statesman

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The Long Center, which seats 2,442, was fully sold out for both nights, while the entire production received rave reviews. Financial results surpassed expectations and all profits were distributed across Austin arts organizations.

The creative designs, and integrated promotional deliverables succeeded in showcasing the spectacular nature of Bernstein’s MASS and its message of hope to prospective audiences, performers, donors, and the entire community.

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