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OBJECTIVES

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  • Drive ticket pre-sales and last minute ticket sales
  • Showcase international, local and up and coming talent
  • Create engaging, sharable on air and online content for the MICF social channels
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SOLUTION

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2014 was the largest year yet for the Melbourne International Comedy Festival with 487 shows, 6,585 performers in over 100 venues. This extensive offering brought with it a unique challenge... To showcase ALL the Festival had to offer.

Nova100 took this challenge head on, crafting a multi-platform partnership that encompassed a variety of content initiatives and promotional tactics to build excitement and awareness in the lead up to and across the duration of the Festival.

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On Air
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Meshel & Tommy kicked off the laughs each day in breakfast catching up with comedians from right across the globe, followed by ticket giveaways each and every day of the Festival. Nova100 also crafted a custom Sunday afternoon show with local and international comedians laughing their Sundays away.

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Experiential
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As developing and discovering new talent was key to the Festival’s success, Nova100 created the ROFL Room. A series of exclusive gigs designed to showcase the best up and coming comedians. Across three Saturday afternoon showcases, 24 comedians performed 5 minute sets, each one MC’d by Nova’s own comedic talent.

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Content
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Nova100 created a variety of comedic platforms to capture exclusive video content to feature on MICF and Nova100’s online and social channels. Meshel Laurie took a very civilised approach to catching up with comedians like Ronny Chieng whilst drinking tea in a horse drawn carriage. Comedians like Harley Breen and David O’Doherty went head to head, not on world politics but topics like... Beards, Selfies and Tinder! Audiences were also given an exclusive peek backstage as big name comedians took a ‘topic lucky dip’ and gave their humorous take on it.

"We greatly appreciate the creative ideas and new initiatives you bring year after year to increase awareness and drive ticket sales for the Melbourne International Comedy Festival... We can’t wait for 2015!"

Damien Hodgkinson
Executive Director – Melbourne International Comedy Festival