Report to the Community 2014 - Page 24

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. 24 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.