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Rights Management, Idea Generation, Communications, Design, Integrated Planning, Market Consultation, Project Management, Event Production, Measurement

DHL have been an integral partner to the world of classical music for many decades.

When the opportunity arose to tour the Beethoven-Haus Bonn, a museum in DHL’s heartland, to celebrate Beethoven’s 250th anniversary, naturally DHL were the perfect partner. No better showcase to demonstrate their unrivalled capabilities to business decision makers, and inspire and entertain classical music fans.

Bringing the world face to face with Beethoven’s precious artifacts.

BTHVN On Tour launched in Leipzig and travelled to the US, where DHL staged a series of activations including a classical music flash mob in Boston performing Beethoven’s ‘Ode to Joy’, live performances and a Tech Meets Culture industry event discussing the role innovative technology plays in pushing the traditional boundaries of classical music.

Activities in Boston alone reached 9.5 million. DHL’s flash mob was a viral sensation with 1M+ video views, pushing the boundaries of classical music, just as Beethoven once did.


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