fairfax youth festival: promotional campaign
The Fairfax Youth Initiative is devoted to creatively connecting young people, schools, and the Murray Mallee community, since 1997. The organisation hosts an annual festival called the The Fairfax Youth Festival. The festival delivers workshops, performances and events to promote inclusion and exploration of creative potential for young people in the Murray Mallee. This project outlined the requirement for a promotional campaign to be designed for the 2023 Fairfax Youth Festival. The main aims of the campaign were to increase youth and community engagement with the festival, as well as promoting two major works: ‘Square Pegged’ and ‘In Full Voice.’ Assets provided included the brand logo and style guide by which to have abided.
CAMPAIGN CONSIDERATIONS
✓ Reach remote young people and their support networks, as well as local creatives
✓ Convince up to 40 participants for Square Pegged and 500 for In Full Voice
✓ Refer to the theme for 2023 - ‘Back to Normality’ in some way, question what is normal
✓ Represent the tone of uniqueness and ‘wackiness’/being ‘square’
✓ Opportunities to link to social media
✓ Inspire people who wouldn’t consider it appropriate to participate - break the status quo through interests
✓ Encourage support of youth and community
✓ Travel is an enormous obstacle - encourage families and groups to travel to the event
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SUMMARY
Research conducted into the flora and fauna, and residents of the Murray Mallee region.
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SUMMARY
Project lifecycle and concept development, which brought the final proposition.
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![Final Campaign Proposal]()
Final Campaign Proposal
“The Big Ride” became the central idea for the campaign.
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BACK TO NORMALITY
Proposed visual identity for the 2023 theme and the two major events.
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SQUARE PEGGED
Proposed visual identity for the 2023 theme and the two major events.
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IN FULL VOICE
Proposed visual identity for the 2023 theme and the two major events.
application of
central idea and visual identity to a marketing strategy
application 1: posters
application 2: instagram
The Instagram campaign would promote the annual theme and ‘The Big Ride’. It would also promote the events that would be showcased.
application 3: THE travelling cARD
The Travelling Card would target remote communities without relying on internet.
application 4: T-SHIRT
Applicants would receive the incentive of usable merchandise upon sign-up. This attempts to entice viewers to feel a greater sense of belonging.
TO CONCLUDE:
Under the umbrella of ‘The Big Ride’, all of the considerations of the brief were addressed.
A multitude of research and refinement of ideas created one major promotional marketing campaign. Execution of ‘The Big Ride’ campaign has the potential to see an overwhelming result in promoting community engagement with the Fairfax Youth Festival and should offer ultimate success.