MARKETING
REPORT
OVERVIEW
THE 2013 MARKETING
CAMPAIGN
The 2013 marketing campaign reflected an
extensive integrated strategy which took
place from March 2013 with an ‘early release’
of five key events. The main campaign then
ran from 30 July to 27 October with the main
program launched on 13 August. Numerous
key communication tools were utilized to
reach identified target markets, enhance
brand awareness, broaden audience
engagement and increase box office revenue.
The ‘early release’ start provided good
campaign audience and sales insights but it
really was the main campaign that saw the
most significant ticket sales spikes.
On
lin
eA
ds
2% Cinema Ads
14
%
Ads
adio
5% R
In a period of intense change, three new
marketing agencies joined forces with the
Melbourne Festival. Carat became our media
agency, Reactive won a tender to partner
with us as our new digital agency, with a
brief to redesign the website and provide
ongoing digital strategy, and FutureBrand
was commissioned to create a new corporate
identity for the Festival, as well as to provide
the creative “look and feel” for the 2013
Festival. Each of these relationships is based
on a mixture of cash and in-kind investment
and is expected to last for a minimum of
three years.
Media partnerships are essential to the
success of the Festival, extending our paid
marketing reach. 14 media partnerships
across a range of distribution platforms
including digital, outdoors, radio and
print were negotiated. For the first time,
Melbourne Festival released five key
productions – PUSH and 6000 miles away
with Sylvie Guillem, Brief Encounter, The
Crowd and Shadow King – for sale at the end
of March. This strategy proved to be most
successful, not only in terms of early sales,
but also as a mechanism to create brand
awareness and engagement six months prior
to the Festival in October.
In total the value of the Marketing campaign
included:
• $2.2 million in media value – advertising
in print, online, radio, cinema, outdoor
and transport advertising plus program
guide/s distribution over two weeks in
March for the Early Release campaign
and then over a 12 week period in
the direct lead up to, and during, the
festival.
• Multiple large format outdoor
promotional signage was also utilized,
for which retail space is exclusive and
only offered as part of agreements with
the venues housing our performances
and installations.
,
ide
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gna s
r, Siort Ad
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Out Trans
&
21%
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t Ad
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24%
22