People were unaware of the huge and diverse offerings QPF brings to Brisbane. The range of events, talent, and community spirit show that it’s much more than a poetry festival.
We created our campaign with new social channels and two audiences in mind - the existing fans, and what we call 'early adopters' of new trends and cultural events.
Our campaign encouraged people to forget the literature stereotypes, and showed them that THIS is a poetry festival.
Using a combination of events, venues, musicians, artists, and performers,
the campaign's imagery was evocative and simple.
This year's festival theme was 'Distant Voices'...
focusing on young people, refugees, the LGBTQI community, and Indigenous stories.
Intertwining the imagery with words gave an immersive feel to the festival,
one that you could see yourself in, or attending.
In conclusion, THIS is a poetry festival challenged perceptions of what a poetry festival can be.