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