STORIES FROM THE STREET

TitleSTORIES FROM THE STREET
ClientMELBOURNE WRITERS FESTIVAL
Product / Service2010 MELBOURNE WRITERS FESTIVAL
CategoryB02. Consumer Products & Services
EntrantJWT Melbourne , AUSTRALIA
Entrant Company:JWT Melbourne, AUSTRALIA
Sales Promotion/Advertising Agency:JWT Melbourne, AUSTRALIA

The Brief

The challenge faced was the perception that Melbourne Writers Festival is an academic, dull and boring gathering for writers only. We were tasked with creating anticipation for Melbourne Writers Festival by romancing the power of the written word to attract the festival's core target audience of young, ambitious professionals aged between 25-40.

Describe how the promotion developed from concept to implementation

Every summer the Melbourne Writers Festival consumes the city with over 40,000 people wandering through the CBD between venues. We saw a perfect opportunity to take the festival to the streets with an interactive book that brings the theme 'STORIES FROM EVERY ANGLE' to life.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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'.

Credits

Name Company Position
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