2022 Winner

Having created the “Tartan Turban Secret Readings” literary series in 2017 to promote Indigenous and visible minority writers, Barrett and Welsh needed to attract both new and repeat audiences to its virtual events during the pandemic. It also looked to compel emerging and established writers to share their work and attract funding to support writers who otherwise perform readings for free. Each event featured a custom-designed image with eye-catching typography to evoke the theme. Treating the promotional material as collectible works of art served to highlight the quality of the series and the calibre of the featured writers. The direct marketing campaign included online, social and email content – which led to 89% to 95% of sales – helping Barrett and Welsh reach or exceed all of its objectives.

Credits

Gavin Barrett, Chief Creative Officer
Mike Welsh, Chief Creative Officer
Bhupesh Luther, Art Director / Designer