STORIES FROM THE STREET

Gold Spike
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TitleSTORIES FROM THE STREET
BrandMELBOURNE WRITERS FESTIVAL
Product / Service2010 MELBOURNE WRITERS FESTIVAL
CategoryA03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Design/Advertising Agency:JWT Melbourne, AUSTRALIA

Credits

Name Company Position
Juliette Kringas JWT Melbourne Marketing Manager
Richard Muntz JWT Melbourne Executive Creative Director
Keith Nicolas JWT Melbourne Deputy Creative Director
Hannah Smit JWT Melbourne Creative
Scott Glennon JWT Melbourne Creative
Prue Tehan JWT Melbourne Account Director
Melissa Benavides JWT Melbourne Account Manager
Miryana Velyanovski JWT Melbourne Agency Producer
Anuj Mehra JWT Melbourne Planner
Digital House Production Company

Brief Explanation

Faced with the challenge of peoples 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.

The Brief

We were tasked to create anticipation for the Melbourne Writers Festival by romancing the power of the written word and appeal to a wider audience.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.