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Marketing & Publicity:

ParticipateVenues Marketing & Publicity

Promoting your venue will require some financial investment and what marketing activities you undertake will be influenced by your budget and your reasons for taking part. If you work with artists and combine your resources you will find that you can afford to do more and have more of an impact.

Advertising with Fringe

Adelaide Fringe Guide. Fringe audiences use the guide as their main source of information as to what to go and see. Advertising in the Fringe Guide is a powerful and effective form of advertising.

Adelaide Fringe App.  Providing a complete listing of all Fringe events and venues including venue maps, and the ability to book tickets – It’s the one-stop shop for everything Fringe! With tickets now on sale, audiences can search for shows by genre, event name, date range and venue. Online advertising on is an affordable and effective way of promoting your venue.

For information on advertising with Adelaide Fringe please contact,

TREv (formerly, Fringe Benefits)

TREv is a free membership program run by Adelaide Fringe for Adelaide’s 18 – 30 year olds which offers targeted promotion services for your event and venue.

The program communicates with over 21,000 members every week and is designed to engage young people in the arts by offering discounted tickets and special deals all year round.

TREv offers cost-effective marketing services including web adverts, eNews banners, SMS blasts and dedicated eflyers.

For more information about using TREv, contact: or visit

Getting Noticed (On the cheap!)

Throughout the year, venue promotion is generally about getting people to come to your venue and to stay there for the rest of the night. However, during Adelaide Fringe audiences tend to come in, see one show and move onto the next show. It is worth rethinking your relationship with neighbouring venues by considering a joint venue guide that will attract people to stay in your area of the city for the night.

Other cost effective ways to promote can include:

Venue Guide & Poster. It could be a simple postcard or a 30 page booklet. Base your guide on the amount of acts you have and if you are sharing the promotion with other venues in the area. Encourage your artists to distribute this to promote their show. Effectively promoting all the shows at your venue is important.

Venue Website. Rather than using just a set-and-forget method for your website make sure that you link it in with all your social media sites and update regularly with show reviews, news and even ‘behind-the-scenes’ information at your venue. Get creative and encourage the public to interact with your site.

Venue Signage. Identify to the public that you are a Fringe Venue. This is an area that Adelaide Fringe will assist you with by providing you with a 2015 Adelaide Fringe Venue decal.

Other considerations:

  • Review and poster displays are both effective in grabbing attention and providing information to potential audiences.
  • ‘What’s on’ or ‘Showing next’ billboards/black boards make it easy for the public to know what’s on offer.
  • Make your entrance stand out – do something quirky to highlight and welcome audiences to your venue. You could you lighting, wire banners and lettering or a custom designed entrance features.

Online news and blogs
In recent years, there has been a huge increase in online media coverage, rather than focusing on just one or two traditional news platforms you may want to consider pitching to some of the below sites. Do your research and work out which sites will hit your target market. Some sites include:

Bank SA Talk Fringe
The Clothesline
The Thousands
The AU Review
Glam Adelaide
Adelaide Theatre Guide
Rip It Up

Social Media in a nutshell

Social media is a great way to get the word out there for free. In addition, Adelaide Fringe also has a team of people who can retweet and share information about your venue. This could be as simple as ‘[Venue] has now opened up its registration for artists’ to ‘[Venue] has a special cocktail with tonights show’. The more creative you are with the message the more likely that it will get noticed.
The number one rule for social networking is to avoid using it primarily for the hard-sell but rather create an opportunity to engage your followers through public discussions, photo/video sharing, and exclusive deals.


  • Facebook is a social networking site where individuals create accounts linking to their friends but also can ‘like’ pages for business or artists.
  • Users can ‘check-in’ at your venue, ‘like’ your venue and engage in your page through updates, events and photos/videos.
  • All activity that a users engages in on your page is shared with their followers creating an unlimited amount of free exposure for your business.

Check out the Adelaide Fringe Facebook page


  • Twitter is a short blogging site – referred to as ‘tweeting’.
  • To generate more followers it is worth following similar businesses or artists and engaging in communication with them or ‘retweeting’ their tweets.
  • Twitter users like the exclusivity of information. It should be the first point of call for announcements of any exciting news. You can once again access many people within a short amount of time.

Check out the Adelaide Fringe Twitter

Social Media is easy to start but complex to use effectively, we have many people within our team who can offer pointers and advice, please contact the Artist & Venues Team if you would like personalised social media assistance.


Publicity is a free flowing medium. It is not free advertising; you cannot buy it and you cannot control what the media says or writes about you. Publicity is driven by the news media.

Therefore you need to take the time to properly plan and develop the key messages you deliver to the media. You need to identify what makes your story newsworthy and why media should be interested in you more than the hundreds of other stories competing for the same media space.

There are a huge number of resources available online. For example check out

Media Kits
In order for the media to have enough information to publish a story, you need to have at the very least a basic Media Kit, which ideally should be ready to be send to your target media by early January. If you wait until the week before your Adelaide Fringe season, you may miss out on media coverage. It is also important to remember that some media outlets have long lead times.

What makes news?
Journalists will run a mile from stories they consider to be overtly promotional. They are looking for stories that are ‘newsworthy’. Don’t say you are fabulous – let someone else say it in the form of a quote.

The human factor
When planning or preparing any communication with the media (whether written or verbal) ask yourself the following questions:

  • How does your story impact on other people?
  • Why should they be interested?

By keeping these questions in mind you will be able stay more focussed on what you are trying to achieve. Remember that a journalist’s reason for writing a story is very different from your reasons for wanting a story written.

The power of a great photo
The inclusion and placement of a story is hugely influenced by the pictorial editor of a publication. A bright, energetic, strong, clear image is a powerful tool.

Dealing with journalists

  • Give them a reason – Why is your story more newsworthy than the other story?
  • Don’t ask for too much of their time – Make it easy for them – have good information and images in formats they can use, ready to go.
  • Be available – They will need the interview, information and images, yesterday.
  • Work with their time lines – Often you will need to set up photo opportunities in the morning to make the next day’s paper. Events after 6pm are not useful for anyone other than social pictures
  • Don’t complain – EVER! – Most media are working within impossible time lines and with increasingly fewer resources. They may not print exactly what you wanted, and occasionally they get their facts wrong. For the sake of your long-term media relationships, if they get it wrong – don’t complain, be gracious and offer them an opportunity for a new story with a different angle rather than asking for a correction to be published.

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