• arts & culture

20 May 2019

An online art auction, a professional development program for regional drama teachers and an E-sports racing series are a few of the projects sharing more than $160,000 of funding as part of the 2019 Innovation in Marketing Fund.

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Designed to support and encourage small to medium arts, cultural and creative industries organisations to develop new and innovative marketing approaches, the fund provides support for projects that seek to reach new audiences and diversify revenue streams.

The Marketing Innovation Fund is one of 40 action areas of the Victorian Government’s $115m Creative State strategy which aims to grow the state’s $23b creative and cultural economy.

Marketing and Innovation Fund grant recipients 2019

The festival’s ‘Friends Program’, will be relaunched with an online art auction. The auction will celebrate local artists and become a major fundraising activity and marketing tool, designed to attract younger members of the community to the festival.

By The Meadow –  $17,643

The ‘Bambra (not so) Express VIP Transfer Experience' is a competition for a VIP travel experience that will give audiences an introduction to local artists and culture as they make their way to the boutique regional music festival, By The Meadow.

Arena Theatre Company –  $16,900

The ‘Creative Leaders’ program has been designed to build a group of brand ambassadors through high-quality professional development opportunities for teachers within the Bendigo region.

Geelong Art Gallery –  $12,000

Development of a marketing campaign to promote Muse, Geelong Art Gallery’s art critic avatar, which has been designed to interpret artworks making them easy to understand for children and people with a disability.

For a multi-channel re-branding of the Festival of Jewish Arts and Music challenging audiences' pre-existing ideas about what it may mean to be Jewish.

Mycelium Studios – $19,987

Emerging artists will be partnered with mentors to develop a large-scale public artwork on the façade of Mycelium Studios, to promote the creative co-working hub and consultancy based in Brunswick East.

Southern Buoy Studios –  $3,680

A multi-channel marketing campaign encouraging locals and visitors to view the Mornington Peninsula through the eyes of a diverse range of artists represented by Southern Buoy Studios.

To develop and host an E-sports series to support the launch of ‘22 Racing Series’, a real-time strategy racing game.

To produce ‘Choose Film’, a marketing campaign aimed at the Deaf and Vision impaired communities to raise awareness for ‘The Other Film Festival’ in 2020.

To develop an audience insight generator allowing Melbourne International Jazz Festival to better understand and attract their target market.