Title | Stories From The Street |
Agency | J. Walter Thompson Melbourne |
Campaign | Stories From The Street |
Advertiser | Melbourne Writers Festival |
Brand | Melbourne Writers Festival |
Posted | July 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 | Richard Muntz |
Associate Creative Director | Keith Nicolas |
Creative Partner | Scott Glennon |
Creative Partner | Hannah Smit |
Client Supervisor | Prue Tehan |
Account Manager | Melissa Benavides |
Producer | Miryana Velyanovski |
Production Company | Digital House |