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No other cultural event in Victoria offers the sweep and audience penetration of the Melbourne Festival.
The Festival attracts nearly 700,000 attendees annually and is continuing to grow; rivaling nearly every cultural event in the nation for live audience reach.
Our broad programming initiatives provide highly visible mass marketing campaigns through to niche marketing opportunities.
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OUR AUDIENCE:
- Has a female skew
- Has a solid representation across most age brackets:
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- Is well educated and successful: almost 80% work full time in either a professional, administrative or management capacity
- Is loyal and passionate about their Festival, with over 80% having attended multiple Festivals.
- Display dynamic spending power with 20% of households earning over $100K annually
- Household types:
22% are family households with children
52% are SINKS / DINKS
26% are empty nesters
85% live in Melbourne metro and inner metro regions
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MELBOURNE FESTIVAL'S ECONOMIC IMPACT = $39.5 million
AN INCREASE OF 120% SINCE 2008
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