Melbourne Writers' Festival: STORIES FROM THE STREET by J. Walter Thompson Melbourne for Melbourne Writers' Festival

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Melbourne Writers' Festival: STORIES FROM THE STREET

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Industry Culture, Leisure & Sport, Arts
Media Promo & PR
Market Australia
Agency J. Walter Thompson Melbourne
Executive Creative Director Richard Muntz
Creative Scott Glennon, Hannah Smit
Account Supervisor Prue Tehan
Released June 2011

Awards

Spikes Asia 2011
Design Corporate or Brand Itendity Gold
Media Use of Media Silver
Outdoor Ambient Bronze

Credits & Description

Type of Entry: Product & Service
Category: Entertainment & Leisure
Advertiser/Client: MELBOURNE WRITERS FESTIVAL
Product/Service: ARTS
Entrant Company: JWT Melbourne, AUSTRALIA
Sales Promotion/Advertising Agency: JWT Melbourne, AUSTRALIA
Executive Creative Director: Richard Muntz (JWT Melbourne)
Deputy Creative Director: Keith Nicolas (JWT Melbourne)
Creative: Hannah Smit (JWT Melbourne)
Creative: Scott Glennon (JWT Melbourne)
Account Supervisor: Prue Tehan (JWT Melbourne)
Account Manager: Melissa Benavides (JWT Melbourne)
Planner: Anuj Mehra (JWT Melbourne)
Agency Producer: Miryana Velyanovski (JWT Melbourne)
Marketing Manager: Juliette Kringas (Melbourne Writers Festival)
Production Company: (Digital House)
Describe the brief from the client:
The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only.
We were tasked with creating anticipation for the Melbourne Writers Festival by romancing the power of the written word to attract the festival's core target audience of young, ambitious professionals aged between 25-40.
Describe how the promotion developed from concept to implementation:
Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme "STORIES FROM EVERY ANGLE" to life.
Describe the success of the promotion with both client and consumer including some quantifiable results:
As a result of the Stories From Every Angle campaign, the festival enjoyed an attendance increase of over 50,000 people and pre-sales that rose from $11,000 in 2009, to $110,000 in 2010.
Explain why the method of promotion was most relevant to the product or service:
By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they travelled between venues, uncovering hidden stories, reinforcing the campaign idea "Stories From Every Angle".