Report to the Community 2010 - Page 13

Objectives and Outcomes continued... 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 communicate this. 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 via YouTube. Outdoor Campaign The 2010 outdoor campaign was the Festival’s largest ever, thanks in part to the tremendous support of our media partner, JCDecaux. Program Guide 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 Page 13