Melbourne Writers Festival - "Stories From The Street"

J. Walter Thompson Melbourne

J. Walter Thompson Melbourne Melbourne, Austrália

6750

Titulo	Stories From The Street
Agência	J. Walter Thompson Melbourne
Campanha	Stories From The Street
Anunciante	Melbourne Writers Festival
Marca	Melbourne Writers Festival
Posted	Julho 2011
Sector Empresarial	Feiras, eventos e festivais
Filosofia	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.
Problema	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.
Resultado	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.
Tipo de Mídia	Packaging, marcas e design
Director executivo criativo	Richard Muntz
Director assistente criativo	Keith Nicolas
Creative Partner	Scott Glennon
Creative Partner	Hannah Smit
Supervisor de clientes	Prue Tehan
Account Manager	Melissa Benavides
Produtor	Miryana Velyanovski
Produtora	Digital House