‘BRINGING THE WORLD TO AUSTIN’

AUSTIN’S LYON ADVERTISING
CREATES A NEW LOOK AND FEEL FOR
THE UNIVERSITY OF TEXAS AT AUSTIN PERFORMING ARTS CENTER!

Lyon Advertising is ‘Bringing the World to Austin’ for the Performing Arts Center. New structures downtown include the Eiffel Tower and the Statue of Liberty. Barton Springs now boasts the Taj Mahal and a Mayan temple has sprung up on the UT campus!

It’s there. Right across from the Stevie Ray Vaughn statue on Lady Bird Lake. Rising 305 feet tall, the Statue of Liberty now resides here in Austin.

The new marketing campaign to re-launch The University of Texas at Austin Performing Arts Center recently started, and the reaction has been overwhelmingly positive! Created and produced by Lyon Advertising of Austin, Texas, the campaign includes print, television and online executions.

“We really wanted to make our point, the Performing Arts Center is the world-class performing arts venue in Austin. And what a better way to convey that than a concept that really does bring the world to Austin,” comments Doug Lyon of Lyon Advertising.

“Lyon was able to drill down to what we do — Bringing the World to Austin — in one simple phrase that brilliantly captures the many facets of the Performing Arts Center. And the creative is a world class performance in itself,” says Performing Arts Center Assistant Director Cameron Smith.

Lyon turned to Ten-Eighty in Austin to shoot and post their Performing Arts Center “Bringing the World to Austin” campaign. “Our creative team jumped at this chance to show off their skills at high-end spot production,” says Austin General Manager Tobin Holden. “We took this campaign from shooting boards and pre-vis … through production, visual effects and final color-correction. We’re very proud of the result.”

Shooting steadicam and hand-held allowed the spots to mimic a tourist’s perspective of a relaxed stroll through Austin, Texas. Director Samuel Jorgensen adds, “Our goal was to capture the essence of Austin in a documentary style, while utilizing the cinematic visuals of 35mm film.”

The decision was made early in the production process to scan the negative rather than the more traditional approach of film-to-tape transfer. Film scans at 2K resolution was handled through Image Trends, an Austin company that has developed a new technology for image scanning. “For the first time anywhere, we were able to scan the film at high resolution while automatically eliminating dust and scratches, creating the most pristine image possible for editing and visual effects,” says Jorgensen.

Coincidentally, Lyon’s team and the production crews were made up of UT alumni. “We’re a pretty tight production team,” says Production Coordinator Ajae Clearway. “Identifying so closely with the end product only helped raise the bar on both production and post.”

“We take great pride in our association with the University of Texas and as former students, we are elated at the end result of this terrific campaign,” states Doug Lyon.

Locally, Lyon Advertising created the Sweet Leaf Tea brand and their infamous “Granny.” In addition, Lyon’s former collegiate work was for St. Edward’s in the form of their highly successful “Learn to Think” campaign. The agency also forged the Freebirds “It’s Not Normal” campaign.

Since opening our doors to Austin and Central Texas in 1981, The University of Texas at Austin Performing Arts Center has evolved into one of the leading university arts presenters in the country. Comprised of six state-of-the-art theatres, the Performing Arts Center presents, produces and commissions stellar global cultural experiences otherwise unavailable locally to the Central Texas community. The drive and commitment to educate, enlighten and entertain has helped established the Performing Arts Center as a venue for international culture and performing arts.

For more information on the Performing Arts Center and to view the new television spots, please visit www.utpac.org.

Media Contact:
Gene Bartholomew
512.471.0632
gbartholomew@utpac.org

Download the New Look and Feel Press Release as a PDF document