Manchester Literature Festival uses innovative advertising techniques
August 5, 2012 by Gareth
Manchester‘s annual literature festival is due to get off to a flying start thanks to innovative promotional work to draw attention to the event.
Design industry publication Creative Review picked up on Manchester Literature Festival’s innovative use of traditional ‘golf sale’ signs. These are traditionally large, eye-catching posters that are mounted onto boards and carried by people to raise visibility of a particular message. Golf sale-style signs have been photographed carried by people wearing quirky costumes to draw attention to the signs, and to make people notice the campaign.
The designs for the posters and the advertising concept were created by Manchester design agency Mark. One of the people behind the idea is Mark Lester. Lester commented on the campaign, saying:
“Event brochures and various postcard mailers sporting images of the various sign-holders will be distributed across the north, alongside a national print and media campaign. Posters will be placed at several sites around Greater Manchester.”
This targeted approach to the distribution and placement of the printed material that supports the festival is an example of how a campaign can be elevated using poster printing.
Manchester Literature Festival’s traditional marketing sits alongside new media communications, drawing attention to the festival and appealing to different audiences through different media. While digital activity is right for some festival goers, poster printing is Manchester Literature Festival’s way of connecting with a wider potential audience on a more basic level, driving awareness rather than engagement by raising intrigue about the event
Manchester Literature Festival is due to run from the 8th – 23rd October 2012.