Report to the Community 2015 - Page 21

180K FESTIVAL PROGRAM GUIDES

218K + UNIQUE WEBSITE VISITORS 44K + LIKES 46K + FOLLOWERS 8K + FOLLOWERS 34K + ENEWS DATABASE with 26 % open rate

Marketing Strategy

PATTI SMITH ’ S HORSES // PHOTO David Harris

1.2mil + Advertising Value $ 30mil Publicity Value ( ▲40 % on 2014 )

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Digital Communications Our eNews remains one of the most effective ways of driving traffic through to our website , surpassing paid advertising . Over 660,000 emails were sent during the 2015 campaign period ( including two early program announcements ), accounting for nearly 25 % of all website traffic . Our eNews subscribers climbed to 34,000 and the overall open rate remains steady at 27 %, surpassing industry benchmarks 1 .
PUBLICATIONS
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Program Guide The cornerstone of the Festival ’ s promotions is the 124-page Program Guide . 180,000 copies were printed and distributed throughout Victoria , key cultural locations interstate , directly mailed to 20,000 metro Melbourne ticket buyers and an flipbook version distributed online .
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Foxtel Festival Hub folded highlights booklet Complementing the Program Guide was a dedicated fold-out poster on the Foxtel Festival Hub , highlighted all events at the venue and its supporters . 25,000 copies were distributed through Avant Card ’ s comprehensive cultural , education and café network and at key Festival venues including Arts Centre Melbourne , Melbourne Recital Centre and Southbank Theatre .
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MailChimp Research — Email Marketing Benchmarks
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House Programs 13 dedicated house programs providing background information on the productions were produced and distributed at Festival venues and made available online .
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Melbourne Festival : 30 Years To celebrate our milestone year , a commemorative program was produced and sold at Festival venues and online . Written by respected writer Miriam Cosic , Melbourne Festival : 30 Years traces a path from the very beginning , through 11 Artistic Directors , major shifts in the world , the arts , and modern Melbourne .
ADVERTISING
A $ 1.2mil + advertising campaign was executed across print , online , radio , cinema and outdoor . The largest areas of campaign spend were on outdoor and online opportunities .
Highlights included :
• Leadership media partnership with The Age , providing coverage across their print and digital inventory
• Leadership media partnership with APN Outdoor
• Media partnership with Beat Magazine , covering their print and digital inventory
• Cinema advertising across the Palace and Nova Cinema networks
• Major advertising buy with Channel Nine
• Dedicated investment in data-driven advertising utilising CRM data
• Appointment of a new digital advertising agency , encompassing Facebook , Google Search and Search Engine Optimisation marketing
OUTDOOR ADVERTISING
Key sites occupied by the Festival included :
• A Melbourne Festival-branded tram from August through October
• Young & Jackson ’ s digital billboard on the corner of Flinders and Swanston Streets
• One month wrap of the Melbourne Visitors Centre in Fed Square
• Tullamarine Freeway billboard
• AdShel transit advertising in key ticket buying suburbs in metro Melbourne
• 24 foot tram billboards , plus two City Circle Tram billboards
• Super banners / flags along major streets with the CBD and surrounds
• Melbourne Airport flags and digital advertising at baggage carousels and arrival halls
• Advertising on board the Yarra Trams network
• Regular daily screenings of promotional videos on the Fed Square Big Screen
PUBLICITY
The marketing strategy is underpinned by a vigorous publicity campaign , generating over 2,000 pieces of editorial across newspapers , magazines , radio , TV and digital — representing a $ 30 million editorial value .
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PATTI SMITH’S HORSES // PHOTO David Harris Marketing Strategy 180K FESTIVAL PROGRAM GUIDES 218K+ UNIQUE WEBSITE VISITORS 44K+ LIKES 46K+ FOLLOWERS 8K+ FOLLOWERS 34K+ ENEWS DATABASE with 26% open rate ►► Digital Communications Our eNews remains one of the most effective ways of driving traffic through to our website, surpassing paid advertising. Over 660,000 emails were sent during the 2015 campaign period (including two early program announcements), accounting for nearly 25% of all website traffic. Our eNews subscribers climbed to 34,000 and the overall open rate remains steady at 27%, surpassing industry benchmarks1. PUBLICATIONS ►► Program Guide The cornerstone of the Festival’s promotions is the 124-page Program Guide. 180,000 copies were printed and distributed throughout Victoria, key cultural locations interstate, directly mailed to 20,000 metro Melbourne ticket buyers and an flipbook version distributed online. ►► Foxtel Festival Hub folded highlights booklet Complementing the Program Guide was a dedicated fold-out poster on the Foxtel Festival Hub, highlighted all events at the venue and its supporters. 25,000 copies were distributed through Avant Card’s comprehensive cultural, education and café network and at key Festival venues including Arts Centre Melbourne, Melbourne Recital Centre and Southbank Theatre. 1 MailChimp Research—Email Marketing Benchmarks ►► House Programs 13 dedicated house programs providing background information on the productions were produced and distributed at Festival venues and made available online. ►► Melbourne Festival: 30 Years To celebrate our milestone year, a commemorative program was produced and sold at Festival venues and online. Written by respected writer Miriam Cosic, Melbourne Festival: 30 Years traces a path from the very beginning, through 11 Artistic Directors, major shifts in the world, the arts, and modern Melbourne. ADVERTISING A $1.2mil+ advertising campaign was executed across print, online, radio, cinema and outdoor. The largest areas of campaign spend were on outdoor and online opportunities. Highlights included: • Leadership media partnership with The Age, providing coverage across their print and digital inventory • Leadership media partnership with APN Outdoor • Media partnership with Beat Magazine, covering their print and digital inventory • Cinema advertising ac ɽ́ѡA)9ل ݽɭ+$5ȁٕѥͥݥѠ 9+$ѕٕѵЁфɥٕ)ٕѥͥѥͥ I4ф((ĸɵٕѥͥYՔ(AՉYՔ(ZФ+$ѵЁ܁хٕѥͥ)䰁ͥ)MɍMɍ)=ѥͅѥɭѥ()=UQ==HYIQ%M%9()-ͥѕ́ѡѥمՑ+$5ɹѥمɅɅ)ɽ՝Ёѡɽ՝=ѽ+$eչ)ͽéхɐ)ѡɹȁ́M݅ѽ)Mɕ+$=ѠɅѡ5ɹ)Yͥѽ́ ɔMՅɔ+$Qձɥɕ݅䁉ɐ+$MɅͥЁٕѥͥѥ)她Չɉ́ɼ5ɹ+$ЁЁɅɑ̰́ݼ ) ɍQɅɑ+$Mȁ̽́ȁɕ)ݥѠѡ ɽչ+$5ɹЁ́х)ٕѥͥЁɽ͕́)ɥم+$ٕѥͥɐѡeɄQɅ)ݽɬ+$Iձȁ͍ɕ́ɽѥ)٥́ѡMՅɔ Mɕ()AU 1% %Qd()QɭѥɅѕ䁥́չ䁄)٥ɽ́Չ䁍Ʌѥٕ(Ȱ́ѽɥɽ̰́)饹̰ɅQXхP)ɕɕ͕ѥѽɥمՔ((((0