Report to the Community 2015 - Page 20

Marketing Strategy MARKETING STRATEGY THE BRAND THE CAMPAIGN In 2015 the Melbourne Festival brand incorporated a composite hero image of our key 2015 productions: 1984, The Rabbits and Masquerade. The 2015 marketing campaign saw a shift towards eventspecific marketing, building on the sustained brand campaign of the past two years. The headline for this year’s campaign strategy was authenticity. The hero image—dubbed Winston—invites connection by looking outwards, invoking curiosity through its surreal and mysterious appearance. The bold colours are striking, providing cut through and recall in all mediums. Two major Festival events were released prior to the full program announcement: 1984 and The Annual China Southern Airlines Concert at the Sidney Myer Music Bowl: Flight Facilities and Melbourne Symphony Orchestra. The regular campaign period was from the Program Launch on 4 August through to the conclusion of the Festival on 26 October. DIGITAL ►► Website The 2015 website included new functionality a refreshed design, with a focus on mobile experience. Visitation grew with 218,667 unique visitors, up 12% on 2014. Total visits were 338,175, up 14% on 2014. ►► Social Media We believe in the power of social media to connect with audiences, and we produce tailored content throughout the year. In celebration of our milestone 30th year, every Thursday for the whole year we cracked open the archive and shared a #ThrowbackThursday post—showcasing Festival moments spanning three decades. Strong growth was enjoyed across all of the Festival’s social media channels—through dedicated, content-driven strategies and paid advertising campaigns. • Facebook: 44,431 likes (47% increase on 2014) • Twitter: 46,459 followers (33% increase on 2014) • Instagram: 8,538 followers (179% increase on 2014) • The Festival’s videos were viewed on Facebook 98,244 times and on YouTube 22,908 times. 18