It is currently the season for the Melbourne International Arts Festival, which is the city’s most internationally oriented showcase of its vibrant and diverse art scene. Major roads in Melbourne’s city centre are festooned with its characteristic purple and white banners, flapping on flagpoles in the wind. At many of the busy street corners like Swanston and Flinders Street, one can also find the festival posters pasted on billboards, tram-stop shelters and other public places.
By adhering to a strong thematic design aesthetic that is woven through all elements of the festival’s brand touchpoints, the Melbourne International Arts Festival has embraced the principles of Integrated Marketing Communications or IMC. Through this, it is able to reinforce awareness, recognition and interest across multiple platforms by applying a consistent message through both visual and textual means. This is important for a short-lived (17 days) event, and requires significant investments to gain the greatest amount of visibility in the most cost effective way.