Report to the Community 2011 - Page 24

MEDIA & PUBLICITY REPORT The Publicity campaign achieved record breaking coverage for the Festival across print, radio, television and online channels, from June to November 2011. The quantifiable value of exposure generated for the 2011 Melbourne Festival was in excess of $11.9 million. Breakdown of volume and value for each media type: Media Types Volume Total value Print 716 $7,267,593 Online 538 $2,899,758 Radio 201 $1,354,266 Television 11 $459,957 Total 1,466 $11,981,574 Print Media •  ighlights of the campaign included fantastic coverage in in-flight magazines around the country – great for interstate awareness of H the Festival – as well as in-flight television and radio • Several cover stories ran in The Age (including Life & Style), in addition to one in The Australian, and strong coverage in the Herald Sun  (including the Sunday edition) • The festival print media partners The Age and Inpress both covered the entire program very comprehensively in 2011  Radio Media •  his year’s radio coverage centred around ABC 774, ABC Radio National, 3MBS, Triple R, Joy 94.9 Melbourne, SYN FM as well as T coverage with SBS radio, 3CR, 3AW, 3PBS and 3MTR resulting in a total of 110 interviews • Triple R allocated a number of interviews throughout breakfast, morning, afternoon, weekend and SmartArts programs  • A BC Dig Music streamed an in-studio acoustic show live during lunch hour with Okkervil River  • A BC Classic FM recorded James Rhodes and the Lithuanian Chamber Orchestra for delayed broadcast  Online Media •  ebsites that covered the Festival broadly through features, interviews, galleries and listings included ArtsHub, AussieTheatre, W Australian Stage, Theatre People, Broadsheet, Spook Magazine, Everguide and SameSame to name a few • Media coverage was achieved on over 80 online outlets, varying between general listings and features, many of which appeared in  newsletters in addition to websites Page 24