Promoting queer arts and culture in Melbourne

Midsumma Festival

Our pro-bono support of the 2014 Midsumma Festival saw us deliver a media strategy to promote the 131 events that highlight the diversity of queer culture in Victoria.

The Midsumma Festival is a key part of Melbourne’s culture and a major event in its festival and arts calendar. Midsumma organisers approached Fenton to help build awareness of the festival through the media.

We created a strategy with a dual focus: promoting Midsumma as a key part of Melbourne’s festival calendar and promoting the individual events that made up the 2014 three-week program. Our approach was to take Midsumma beyond the arts pages and create opportunities within mainstream media, extending its reach and broadening its audience.

Strategy implementation included media calls, photo opportunities, feature interviews and pitches around key features of the festival, while delivering day-to-day media and promotion for events across the three weeks of the festival.

Our planned media opportunities included a photo call with performers for the launch of the festival guide, coordinating media for the Midsumma Carnival and the Team Melbourne Midsumma Sports Day with ambassador Jason Ball. We also conducted a targeted program-mailout to journalists, managed the distribution of media review tickets and created a daily festival highlights release for media.

Interest in the 2014 Midsumma Festival increased significantly, with coverage achieved in all mainstream print and television news, as well as significant support in local, arts and gay, lesbian, bisexual, transgender and intersex media. Three key features of the festival received blanket coverage across radio, television, print and online.