Report to the Community 2011 - Page 19

MARKETING REPORT Melbourne Festival’s marketing campaign reflected an extensive integrated strategy which took place from June to October 2011. A number of key communication tools were selected to target the markets identified, generate brand awareness, broaden audience engagement and enhance box office. The Festival was launched on 14th July which provided a presale period of three months; ample opportunity for the public to purchase tickets and arrange stays in Melbourne for our visiting audiences. The recognisable ‘purple’ brand positioning of the previous two years was adopted again in 2011 to strengthen the equity of the Festival brand and presence, and define Melbourne as a destination for the arts by the Victorian community and interstate/ international visitors. Program Guide •  he Program Guide is an 88 page, full colour brochure and T is the Festival’s key sales tool – in the 2011 Audience Survey*, 68% of respondents reported the guide as a direct influence in attending an event, along with 75% who recall seeing or hearing about the Festival primarily through this medium