MARKETING
REPORT
RADIO ADVERTISING
OUTDOOR ADVERTISING & SIGNAGE
DIGITAL COMMUNICATIONS
• Advertising campaigns featured on
community radio stations Triple R, 3PBS
FM, 3MBS and 3CW (Chinese Radio).
• Large format billboard on Tullamarine
Freeway at Brunswick Road.
• The Festival website continued to
experience growth with 240,413 total
visits and 142,104 unique visitors, a 15%
increase on 2011 usage.
• A long standing relationship with ABC
Radio provided considerable presence
across the ABC network including 774
Melbourne, Classic FM, Radio National
and ABC Jazz.
• Radio National presented the much
loved Ringside: Artist in Conversation
series providing presenters to host and
moderate these free, lunch time talks.
The forums were all recorded for delayed
broadcast across the network.
TELEVISION ADVERTISING
• Melbourne Festival produced a 30
second TVC which aired on both the
Foxtel network and the SBS platform
STUDIO across a six week campaign.
The combined networks delivered 544
prime time spots across a campaign
that ran from 23rd September – 3rd
November.
• The Festival TVC also aired on screens
at Federation Square, Arts Centre
Melbourne, Melbourne Visitors Centre,
Melbourne Airport and Southern Cross
Station, providing great presence across
the city.
• Melbourne Visitors Centre wrap at
Federation Square.
• Ticketing and Information signage
at the Melbourne Visitors Centre at
Federation Square.
• JCDecaux, Citylight and Highlight
posters displayed across the Melbourne
train and tram networks and throughout
the metropolitan area, in addition to
sites across the Sydney CBD and tourist
hubs.
• Super banners and standard banners
(flags) throughout Melbourne city
precincts and Melbourne Airport
arrivals hall and building entrance.
• City Circle and Yarra Tram network
interior and exterior signage.
• Free standing and venue signage at the
Foxtel Festival HUB.
• Venue signage across the arts precinct
locations – Arts Centre Melbourne,
Melbourne Recital Centre, Melbourne
Theatre Company and Malthouse
Theatre.
• High impact digital screen advertising
campaign via lift / foyer network across
39 major CBD office towers.
• eNewsletters and eFlyers were sent
regularly, reaching up to 30,000
subscribers depending on the type of
communication content. eFlyers were
sent to previous ticket purchasers
recommending and cross selling
particular shows depending on previous
purchase behavior.
• iPhone app received 4,807 downloads
while the newly introduced Android
native app achieved 211 downloads.
• Social media channels grew with the
creation of Festival rich content and
cross promotion across facebook, Twitter
and instagram networks. Facebook
followers reached 9,501 up from
5,388 in 2011, while Twitter followers
flourished; growing from 6,782 in 2011
to 16,200 in 2012.
VIDEO CONTENT
• In partnership with dedicated art
television channel STUDIO we produced
Festival TV. In all, 8 episodes were
produced for online release via the
STUDIO and Festival websites, with 3
episodes being packaged for 30 minute
broadcast via the STUDIO network.
• 2 three minute videos were produced
promote the Foxtel Festival Hub and the
official Festival program launch. These
videos were broadcast via the Festival
website, eNewsletter and social sharing
network
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