Festival of Voices

Comprehensive branding and campaign creative

Brief:

First held in 2005, Festival of Voices was created as an artistic and cultural celebration. Known only to a small pool of choral directors who used it to give their choirs additional performance experience, local and national awareness of the festival was low. With government funding due to expire, the festival had to start delivering economically in order to survive.

Strategic thinking:

Our key focus was on attracting interstate and international visitors to the festival. Engaging key offshore markets would be critical to stimulating the local Tasmanian economy and thus, securing long term government funding.

Creative:

Starting off with a complete brand overhaul (working in collaboration with Envelope Group) and translated into full campaign creative, we used the rich Tasmanian arts community, as well as international visiting artists to tell the Festival of Voices story.

Results:

Festival bottom line increased by over 150%.
In 2009 (year 1 of Green Team’s involvement) $1m was injected into the Tasmanian economy.
In 2010 this trebled to $3m.
In 2010 10,000 visitors attended the event, making it Australia’s leading annual choral event (300% increase in visitation).

Festival of Voices also won the prestigious Australian Business Arts Foundation national SME award.