AUDIENCE
DEVELOPMENT
The 2013 Festival marked the third year of a
collaborative partnership with Multicultural
Arts Victoria, designed to build bonds with
diverse artists and their communities from
various backgrounds, and to connect them
with the vibrant arts the city, and Festival,
have to offer. This year, the Ambassador
program saw nine representatives from a
range of culturally diverse backgrounds
take an active role in experiencing the
Festival and connecting the Festival to their
communities. The Ambassador program is
administered jointly by Multicultural Arts
Victoria and Melbourne Festival.
restaurant program with 15 restaurants
within close proximity to Festival venues,
and was promoted across all of our
collateral. A dedicated page in the Program
Guide and Highlights Guide detailed the
participating restaurants, and the Festival’s
website provided more details and imagery.
Restaurants were also included in ticket
reminder emails, based on their proximity to
the venue of that specific show.
EDUCATION
Twenty events were selected as a part of the
Education highlights offer, based on content
relevance to school curriculum, year level
suitability, performance times more suited
to excursions – available at a special schools
price. Learning resources were created for
three events, based on bookings made/
demand from teachers and information
available from companies for content: Brief
Encounter; The Shadow King and Ironwood
Quartet.
Gurrumul: His Life and Music | Photo: Sarah Walker
MULTICULTURAL ARTS
RESTAURANT
VICTORIA AMBASSADOR PROGRAM
In 2013, Melbourne Festival initiated a
PROGRAM
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