Adelaide Fringe 2006 broke all standing box office and attendance records.

Over a four month period communikate et al implemented a strategic, proactive publicity campaign which aimed to position the Fringe through media exposure as a major arts festival of international importance and to highlight the artistic calibre of the Fringe. communikate et al’s role also involved facilitating and co-ordinating media accreditation for national and international media representatives, reviewing and advising on the Fringe online media resource portal and reviewing and revising a marketing handbook for registered Fringe artists.
The event received an unprecedented 705 media ‘hits’ including coverage on every commercial television station and the ABC from December 2005 to March 2006.
The campaign resulted in Adelaide Fringe 2006 being the biggest ever on record with 190,894 tickets sold (this total does not include tickets to Fringe performances sold by other ticketing agencies) and attendance by more than 200,000 people at free Fringe events, including Family Day and the International Buskers Festival.

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Managing perceptions of the world's biggest brand