Miryana Velyanovski
Producer at AIRBAG
Melbourne, Australia
TitleStories From The Street
Agency
Campaign Stories From The Street
Advertiser Melbourne Writers Festival
Brand Melbourne Writers Festival
PostedJuly 2011
Business Sector Trade Shows, Events & Festivals
Philosophy We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the campaign theme "STORIES FROM EVERY ANGLE" to life. As every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues.
Problem Faced with the challenge of people's perception that the Melbourne Writers Festival is an academic, dull and boring gather created for writers only. We needed to inject interest in the festival offer by thinking from a different perspective to attract the target audience of Young & Ambitious professionals aged between 25 - 40.
Result
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. 
Media Type Packaging, Branding & Design
Executive Creative Director
Associate Creative Director
Creative Partner
Creative Partner
Client Supervisor
Account Manager
Producer
Production Company Digital House

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