Title | STORIES FROM THE STREET |
Brand | MELBOURNE WRITERS FESTIVAL |
Product / Service | 2010 MELBOURNE WRITERS FESTIVAL |
Category | C03. Small Scale Special Solutions |
Entrant | JWT Melbourne , AUSTRALIA |
Entrant Company: | JWT Melbourne, AUSTRALIA |
Advertising Agency: | JWT Melbourne, AUSTRALIA |
Name | Position |
---|---|
Richard Muntz | Executive Creative Director |
Hannah Smit/Scott Glennon | Copywriter |
Hannah Smit/Keith Nicolas | Art Director |
Juliette Kringas | Advertiser's Supervisor |
Miryana Velyanovski | Producer |
Prue Tehan/Melissa Benavides | Account Manager |
Anuj Mehra | Planner |
Tasked to create anticipation for the Melbourne Writers Festival by romancing the power of the written word and faced with the challenge that the Melbourne Writers Festival is perceived as an academic, dull and boring gathering 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. 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. 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'. As a result of the St 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.