ASIA-PACIFIC – AUSTRALIA, AUGUST 17, 2010 – Under the banner of "Stories from every angle", JWT Melbourne has created a new campaign for this year’s Melbourne Writers Festival to be held at the end of the month.
ECD of JWT Melbourne, Richard Muntz, said, "JWT’s campaign for this year’s Melbourne Writers Festival aims to pique people’s curiosity by talking to the notion that there’s more to the story than initially perceived.
"’Stories from every angle’ reflects both the diversity of offerings from authors, songwriters, playwrights and journalists for example, and the notion that through attending the Festival attendees have the opportunity to discover more about a piece of writing or a writer that has inspired them."
"This is the second year that JWT have been a Major Sponsor of the Melbourne Writers Festival, and a great fit given our ethos of creating ideas that people want to spend time with," continued Muntz.
In addition to cinema, press, and experiential/activation executions, one of the most talked about elements of the campaign is JWT’s Tweet Writer.
"Tweet Writer takes the idea of ‘stories from every angle’ into social media, allowing Twitter users to see their tweets published as a book. All Twitterers are writers after all, and there’s a curiosity associated with profiling one’s self online. We thought it was an opportunity for individuals to discover their inner Austen or Dostoevsky," said Dan King, Director of Digital.
Banners promoting www.thetweetwriter.com have been placed with literary sites and publications such as The Monthly.
MWF (now in its 25th year) is a nationally and internationally acclaimed festival, featuring over 300 writers from around the world coming together to share their stories.
Steve Grimwade, Melbourne Writers Festival Director, said "Festival attendances increased by 10% in 2009 which was the first year of the JWT/Melbourne Writers Festival agreement and with year’s dynamic 360 degree JWT campaign we are hopeful of driving even higher attendance in 2010. JWT has created a campaign that truly engages all audiences the Festival is targeting."
Links:
Cinema Ad
www.thetweetwriter.com
www.mwf.com.au
CREDITS
Campaign Title: Melbourne Writers Festival, Stories from every angle
Agency: JWT Melbourne
Client: Steve Grimwade, Festival Director. Melbourne Writers Festival
Creative team: Richard Muntz (ECD), Hannah Smit, Jim Ritchie, Nick Child
Other involved parties: Chris Sferrzza, Plush Films, Digipics, CI Studios, Flagstaff Studios, Daniel King (JWT)
Media in which campaign will appear: cinema, press, online, experiential/activation
