|Title||STORIES FROM THE STREET|
|Brand||MELBOURNE WRITERS FESTIVAL|
|Product / Service||2010 MELBOURNE WRITERS FESTIVAL|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||JWT Melbourne , AUSTRALIA|
|Entrant Company:||JWT Melbourne, AUSTRALIA|
|Advertising Agency:||JWT Melbourne, AUSTRALIA|
|Juliette Kringas||Melbourne Writers Festival||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|
|Anuj Mehra||JWT Melbourne||Planner|
|Miryana Velanovski||JWT Melbourne||Agency Producer|
|Digital House||Production Company|
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.
By creating an interactive book, festival goers could immerse themselves in the very essence of the festival as they traveled between venues, uncovering hidden stories. Reinforcing the campaign idea 'Stories From Every Angle'.
Every year hundreds of writers and thousands of visitors attend the Melbourne Writers Festival. The festival has grown year on year, but it still struggles to shake off its stereotypically literary image of being stuffy and academic. 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. We saw a perfect opportunity to take the festival to the streets. As every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues.