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About This Project
Summary
RISING partnered with NewsCorp to revive the mX commuter newspaper, which ceased in 2015. The mX was always a paper made for and about Melbourne. Likewise, mX RISING reflected the city's vibrant identity. The strategy aimed to boost awareness, reach new audiences, and make art accessible. The paper tapped into nostalgia, the desire to disconnect from technology, and filled a gap in arts coverage. The new mX RISING served as a program guide packed with uniquely Melbourne and festival content.
Goals & Objectives
• Deliver a high impact activation for RISING to boost brand awareness and festival engagement ahead of opening. • Differentiate RISING in an homogenous arts festival landscape. • Reduce program overwhelm for audiences • Dissolve barriers to accessing art, music and performance
Results & Impact
The revival was widely praised, building brand trust for RISING. The activation went beyond festival promotion, reframing arts festivals for a wider audience. Over 29k copies were distributed. Earned media coverage reached 6.2 million, while the advertising campaign saw over 3.4m impressions.
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