The Melbourne Writers' Festival
Museums, Galleries & Visitor AttractionsElmwood
EXECUTIVE SUMMARY
Box office sales in 2007 rose by 43% from 2006
The Melbourne Writers' Festival is one of the city's key cultural events of the year attracting writers and delegates from all round Australia and beyond.
Seen as exclusive and elitist, the event's organisers wanted to reach a younger festival-going audience and needed to attract a new generation of writers and crucial sponsorship opportunities.
We realised that it would be essential to break down the preconceptions about who could attend the festival and to make it an appealing date...