MARKETING
OVERVIEW
The 2014 marketing campaign
consisted of two distinct
stages: a dedicated brand
campaign raising overall
awareness of the Melbourne
Festival, followed by a
sustained event-specific
campaign. The full campaign
ran from the Program Launch
event on 29 July through to the
conclusion of the Festival on
26 October.
PUBLICATIONS
PROGRAM GUIDE
One of the cornerstones of the Festival’s
promotions is the comprehensive Program
Guide. In 2014, 200,000 copies were
printed and distributed throughout Victoria
across the full campaign period. The
Program Guide was also available to view
or download from the Festival website. The
online version of the Program Guide was
also distributed using the Festival’s digital
platforms including website and social
media. There were a total of 111,623 page
views with a 10min 58sec average session
duration.
FOXTEL FESTIVAL
HUB MINI GUIDE
Complimenting the Program Guide was a
dedicated printed booklet on the Foxtel
Festival Hub. 25,000 copies were printed
and distributed in the CBD and surrounds
from September, highlighting all events at
the Foxtel Festival Hub as well as other key
contemporary music events.
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ADVERTISING
An advertising campaign valued at
$1.47 million was executed across print
publications and newspapers, online
platforms including websites, social media
and eNewsletters, as well as delayed digital
TV channels, radio, TV, cinema, outdoor
billboards and public transport such as
trams. The largest areas of the campaign
were focused on the outdoor and online
opportunities.