You may have noticed glossy billboards declaring “Bravo Paavo” along Interstates 75 and 71 and other roadways, as well as posters and banners throughout the Tristate. Beginning Labor Day weekend, you'll see two new TV commercials, to be aired on major networks in prime time, on morning news shows and cable stations.

        It's the Cincinnati Symphony Orchestra's way of introducing Paavo Jarvi, the 38-year-old music director who begins his tenure on Sept. 14.

Highway billboard

        The posters, billboards and commercials feature close-ups of Mr. Jarvi. The idea, says David Bukvic of Mann Bukvic Gatch Partners downtown, is to capitalize on Mr. Jarvi's youth, energy and charisma. In short, to “put a younger face on classical music.”

        The image campaign is the third year of a four-year, $1 million project, with an overall theme called “Bring Your Emotions.” The “Bravo Paavo” year will encompass the first season of the CSO's 12th music director.

        The CSO hopes it will give a boost to subscriptions, which many of today's busy consumers have dropped in favor of single tickets. Marketing director Dianne Cooper's goal is to increase last year's subscription sales — 7,200 — by 2 to 4 percent.

        Another aim, says Mr. Bukvic, is to grab “people who may have put (the symphony) on hold to go, say, to live theater this year, and let them know that there is a change afoot.”

        The TV spots, which show dynamic footage of Mr. Jarvi filmed during a performance of Berlioz's Symphonie fantastique last October, should have more wide-ranging impact.

        “During our market research, some people said, "what's the conductor there for? Wouldn't the orchestra be better if that guy wasn't up there, distracting from things?'

        “So, when you're dealing with TV, it has to speak to somebody who knows Berlioz from Webern, but also to someone who's wondering why there's even a conductor,” Mr. Bukvic says. “You want something there for people who aren't quite as attuned to classical music, who say, that's an experience I want to try.”

        One commercial will focus on the conductor as a lightning rod, whose job is to excite the players, Mr. Bukvic says. The other will explore the rapport between music director and orchestra, with close-ups of the musicians.

        The commercials will air for three weeks in September, and return for three weeks in November.

        “We hope this will light people's fire,” Mr. Bukvic says.

        Subscriptions and single tickets are on sale now. 381-3300 or www.cincinnatisymphony.org.

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