Six years ago, the 40-year-old independent arts festival began working with Finsbury Green to produce its Festival Brochure: their major piece of marketing collateral.
Head of Marketing and Development, Miranda Borman says, Getting the Festival Brochure right is very important. And it’s a mammoth effort, representing the breadth and diversity of the festival along with venue, access and ticketing information in one document is a massive challenge.
We work with some awesome designers and they put together a beautiful layout. The quality of printing just allowed our designers to really go for it in terms of colour and design to capture the spirit of the Fringe.
Attention to detail for every event and every performer across the entire document is essential.
After the Fringe thoroughly proofs each detail, we then move onto the final stages of proofing with Finsbury Green who are great. They manage it beautifully: from low-res to high-res proofs and mock-ups sent to our designers on the opposite side of town. Finsbury’s extra care like taking photos coming off the presses and sending those through to just make sure all is right is great. It makes a huge difference. It’s that attention to detail that we really appreciate.
Tight turnaround time is also critical to meet publicity timelines.
We have a really quick turnaround, and Finsbury have been great about always delivering on time. In the past when we’ve handed over the final artwork to a printer, we’ve felt like it’s then up to the fate of the print gods. Finsbury actually consults us all along the way, and we know exactly what’s happening.
For Melbourne Fringe, Finsbury Green’s sustainability reputation is really important.
We have to make sure that what we do is as sustainable as possible. Working with Finsbury Green ensures we’re using the highest eco values in the country. Our Festival Brochure is our biggest piece of collateral; we really rely on it. Anecdotally, distributors said the guides were walking off the shelves again.
Putting it together is a huge process: a team of people and months of work. Just knowing that at the end of that process it’s produced by professionals who actually take just as much care of this critical piece of collateral as we do really makes the difference.