MEDIA AND
PUBLICITY
The 2012 media and publicity campaign achieved unprecedented
coverage for the Festival across print, radio, television and online
channels. The main launch for our media campaign coincided
with the official program launch on July 14; proceeded by media
briefings in Melbourne and Sydney and culminating in a four
month record breaking campaign. The quantifiable value of
exposure generated for the 2012 Melbourne Festival was in excess
of $18.7 million.
Breakdown of volume and value of each media type:
Media Type
Volume
Total Value
Print 630 $7,977,546
Online 873 $5,726,327
Radio 246 $3,454,459
Television 24 $1,558,651
Total: 1773 $18,716,983
The leading outlets for each media were as follows:
PRINT
RADIO
The Age (109 items), The Australian (74 items), Inpress (55 items), The
Saturday Age (50 items)
ABC 774 Melbourne (30 items), 3RRR (21 items), ABC Ballarat,
ABC Central Victoria, ABC Gippsland, ABC Goulburn Murray,
ABC Mildura Swan Hill, ABC South Western Victoria, ABC Western
Victoria (19 items each), ABC Radio National (16 items)
• By far the strongest coverage was by partner The Age who covered
the Festival across the News, EG, Life and Style, M Magazine and
Saturday editions of the paper.
• The Festival media campaign achieved cover stories in The Age –
Life and Style & EG, Inpress, The Australian – Revue and MCV.
ONLINE
The Age (86 items), Canberra Times (62 items), WA Today (55 items),
Brisbane Times (53 items)
Digital channels provided the most prolific coverage of the Festival
in 2012 with this outlet growing by 40% year on year.
• Websites that covered the Festival via features, interviews, galleries
and listings included ArtsHUB, Aussie Theatre, Australian Stage,
The Vine, The Thousands, Everguide, SameSame and Broadsheet.
•
Media partner, ABC Radio, once again proved to be the Festival’s
greatest ally featuring multiple Festival artists across high profile
shows across the network such as The Conversation Hour, Sunday
Show and Books and Arts.
• Radio National was the official presenting partner for the Ringside
– Artists In Conversation program and in addition to hosting these
artist forums also recorded them for delayed broadcast.
•
TELEVISION
STUDIO TV (10 items), Channel 31 (5 items), Channel Ten (4 items),
Channel 7 (3 items), ABC News 24 and ABC News Melbourne (1 item
each)
•
Arts Channel STUDIO continued its commitment to Melbourne
Festival by recording and broadcasting three 30 minute episodes
of Festival TV. These half hour programs showcased the very
best of the Festival’s local and international work in development
providing viewers with an exclusive behind the scenes look at the
2012 Festival.
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