Melbourne Writers Festival - "Stories From The Street"

J. Walter Thompson Melbourne

J. Walter Thompson Melbourne Melbourne, Australia

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Título	Stories From The Street
Agencia	J. Walter Thompson Melbourne
Campaña	Stories From The Street
Anunciante	Melbourne Writers Festival
Marca	Melbourne Writers Festival
Posted	Julio 2011
Sector Empresarial	Ferias, eventos y festivales
Filosofía	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.
Medio	Packaging, marcas y diseño
Director ejecutivo de creación	Richard Muntz
Director creativo adjunto	Keith Nicolas
Socio creativo	Scott Glennon
Socio creativo	Hannah Smit
Supervisor de clientes	Prue Tehan
Responsable de cuentas de agencia	Melissa Benavides
Productor	Miryana Velyanovski
Productora	Digital House