Melbourne Writers Festival

Publicising Victoria’s premier literary event.

Work > Melbourne Writers Festival

Brief

Increase awareness to drive ticket sales for an annual literary event featuring hundreds of writers and thinkers from Australia and around the world.

Response

Each year, CPR works with Melbourne Writers Festival to develop a strategic media plan to attract publicity and build the festival’s reputation. CPR completes targeted pitching, advises on key messaging and secures popular attention for attending writers and artists in advance of the program announcement to maximise exposure. Throughout the festival, CPR facilitates interviews and advises on media issues as they arise.

Result

Melbourne Writers Festival has achieved exponential growth in media coverage since appointing CPR. The literary arts festival consistently achieves coverage in flagship national current affairs programs, on magazine covers, in arts pages and on radio, dominating share of voice when compared to other leading festivals.

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