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Summaries of major campaigns undertaken in 2018-19 by advertiser M - R

Melbourne Polytechnic – 2018 Mid-Year campaign

Summary

Brand campaign promoting 2018 mid-year enrolments.

Duration

2 April – 31 July 2018*

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 759,053
Creative and campaign development 196,912
Research and evaluation 0
Print and collateral 0
Other campaign costs 0

*Melbourne Polytechnic’s annual report covers the 2018 calendar year.

 

Melbourne Polytechnic – 2018–19 Summer campaign

Summary

Brand campaign promoting 2019 student enrolments.

Duration

1 November – 31 December 2018

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 164,366
Creative and campaign development 317,211
Research and evaluation 0
Print and collateral 0
Other campaign costs 0

 

 

Melbourne Polytechnic – Open Day campaign

Summary

Enrolment and brand campaign to encourage students to attend Open Day.

Duration

23 July – 19 August 2018

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 133,650
Creative and campaign development 0
Research and evaluation 0
Print and collateral 0
Other campaign costs 0

 

 

Museums Victoria – Revolutions: Records and Rebels

Summary

Campaign to drive visitation to Melbourne Museum’s exhibition Revolutions: Records and Rebels.

Duration

March 2019 - ongoing*

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 301,070
Creative and campaign development 29,415
Research and evaluation 0
Print and collateral 75,836
Other campaign costs 97,653

 * Campaign spanned the 2017–18 and 2018–19 financial years.

 

Summary

A world-first presentation of the works of Dutch artist M. C. Escher in dialogue with acclaimed Japanese design studio nendo, the marketing campaign featured targeted print and outdoor advertising, cinema advertising, digital and social media executions.

Duration

02 December 2018 – 7 April 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 441,000
Creative and campaign development 23,000
Research and evaluation 30,000
Print and collateral 4,000
Other campaign costs 5,000

 

Summary

In a landmark, city-wide event, MEL&NYC saw unprecedented collaboration between Victoria’s arts and culture community, bringing together more than fifty organisations, institutions, communities, venues and local artists to celebrate Melbourne and New York as major cultural capitals. Running concurrently with MoMA at NGV, the four-month festival was supported by live marketing activations, out-of-home and stadium advertising, radio, print, digital and social media advertising.

Duration

1 June 2018 – 30 September 2018*

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 298,000
Creative and campaign development 0
Research and evaluation 0
Print and collateral 17,000
Other campaign costs 2,000

* Campaign spanned the 2017–18 and 2018–19 financial years.

 

Summary

Presenting more than 200 key works, the exhibition traced the development of art and design from the late nineteenth century to the present day. The marketing campaign was designed to attract local, regional, interstate and international audiences and leveraged media partnerships to amplify coverage.

Duration

9 June 2018 – 7 October 2018*

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 423,000
Creative and campaign development -
Research and evaluation 21,000
Print and collateral 2,000
Other campaign costs 44,000

* Campaign spanned the 2017–18 and 2018–19 financial years.

 

Summary

The Qin Emperor’s ancient terracotta warriors exhibition was displayed alongside new works by contemporary artist, Cai Guo-Qiang. The marketing campaign targeted diverse local, regional, interstate and international audiences with an emphasis on negotiated media partnerships to maximise advertising reach.

Duration

24 May 2019 – 13 October 2019*

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 74,000
Creative and campaign development 5,000
Research and evaluation 0
Print and collateral 28,000
Other campaign costs 1,000

 * Campaign spanned the 2017–18 and 2018–19 financial years.

 

Public Transport Victoria – Mobile Myki

Summary

The campaign introduced Victorians to mobile ticketing technology available on Android devices. The campaign aimed to ensure passengers were aware of the new technology. Secondary objectives focused on the timesaving benefits of Mobile Myki such as ‘topping up on the go’ and checking your balance in real time.

Duration

31 March – 22 June 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 489,353
Creative and campaign development 133,145
Research and evaluation 0
Print and collateral 104,763
Other campaign costs 0

 

Public Transport Victoria – Safest Way to Cross - Pedestrians

Summary

Rail crossing behaviour has been singled out as a key issue lacking in public education and awareness across Victoria. The campaign targeted pedestrians and unsafe behaviour, including texting, daydreaming and using a mobile phone, aiming to reduce the number of incidents (collisions and near misses) that occur near rail crossings.

Duration

5 August – 9 September 2018

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 251,806
Creative and campaign development 35,400
Research and evaluation 0
Print and collateral 104,763
Other campaign costs 0

 

Public Transport Victoria – Safety You Can See – Protective Service Officers

Summary

This campaign addressed the lack of public awareness of personal safety and security initiatives on public transport. Launched in July 2018, it aimed to educate about the presence and role of Protective Services Officers (PSOs). Secondary messages aimed to improve awareness of key safety infrastructure across the network, such as CCTV and Safety Zones.

Duration

27 July – 2 September 2018

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 372,479
Creative and campaign development 57,642
Research and evaluation 0
Print and collateral 21,850
Other campaign costs 0

 

Respect Victoria – Respect Older People: Call It out

Summary

Behaviour change campaign aimed at preventing elder abuse by raising awareness of early behaviours and signs of elder abuse with family members and those in close contact, such as carers, healthcare workers and seniors club members.

Duration

April – July 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 372,000
Creative and campaign development 0
Research and evaluation 50,000
Print and collateral 11,000
Other campaign costs 15,000

 

Respect Victoria – Respect Women: Call It out

Summary

Behaviour change campaign targeting bystanders to intervene when they witness gender inequality and sexual harassment – two drivers that can lead to family violence and particularly violence against women.

Duration

April – July 2019

Campaign advertising expenditure $ (excluding GST)
Media advertising buy 863,000
Creative and campaign development 289,000
Research and evaluation 165,000
Print and collateral 0
Other campaign costs 0

 

 

Reviewed 20 October 2020

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