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.
National Gallery of Victoria – Escher X Nendo – Between Two Worlds
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 |
National Gallery of Victoria – Mel&NYC
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.
National Gallery of Victoria – MOMA at NGV: 130 Years of Modern and Contemporary Art
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.
National Gallery of Victoria – Terracotta Warriors: Guardians of Immortality & Cai Guo-Qiang: The Transient Landscape
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 |
Updated