Objectives and Outcomes
Build identity and presence
To further strengthen Melbourne Festival’s brand and presence in the
community, we built on 2009’s bold visual identity and, from AAMI Stadium
to Flinders Street Station and Federation Square to Melbourne Airport, neon
purple was seen all over the city. The arrival of the 2010 Melbourne Festival was
impossible to ignore. This striking use of purple allowed the Festival to resonate
visually and stand out from the multitude of other events on offer.
We also continued to move towards ‘Melbourne Festival’ in marketing collateral,
which to us, also stands for ‘Melbourne’s Festival’. We are the best and most
diverse in terms of the program offering; and we wanted our marketing to
Following months of planning, the 2010 campaign officially commenced with the
Festival’s stunning launch on Tuesday 13th July. An advertising campaign was
rolled out that covered print, radio, television, online and outdoor platforms. The
majority of press advertisements appeared in our newspaper partner, The Age.
The Festival produced four separate 30 second television commercials that were
broadcast by our Principal Partner FOXTEL and Media Partner STVDIO as well
as being screened on the Federation
Square big screen, at Melbourne
Airport, the Arts Centre and online
The 2010 outdoor campaign was the
Festival’s largest ever, thanks in part
to the tremendous support of our
media partner, JCDecaux.
The Program Guide is the centrepiece
of the Festival marketing campaign.
340,000 were published in July,
240,000 of which were inserted
in The Age in September and the
remaining 100,000 were direct-mailed
and street-distributed via Festival
venues, cafés, restaurants, bars,
libraries, universities, backpacker
hostels and other outlets.
2010 Program Guide
Design by Famous Visual Services
Melbourne Festival – Annual Report 2010