Report to the Community 2015 - Page 22

Campaign & event marketing CAMPAIGN & EVENT MARKETING The 2015 brand campaign imagery takes its reference from three key shows­—1984, The Rabbits and Masquerade. Intended to invoke curiosity, the rabbit looks outward inviting the viewer to explore inside. Clockwise from top left: Young & Jackson digital billboard, opposite Finders St Station; Melbourne Festival tram outside Arts Centre Melbourne, Melbourne Festival website; Melbourne Visitor Centre, Federation Square. 20