Melbourne International

Comedy Festival

The Brief

Hatching Communications, together with Jodi Crocker of Social Set Media, were engaged to develop and implement the publicity campaign for the 2019 Melbourne International Comedy Festival.  

In delivering the campaign for the largest arts festival in the Southern Hemisphere, our objectives were to secure coverage across a wide spectrum of media outlets and to raise awareness of the Festival's range of development programs for new, young and indigenous talent.


Outside of the key Festival dates in March and April, we also delivered the publicity campaign for the regional Road Show - working with media outlets in regional destination right around Australia.

2019 was the second year we have partnered with the Melbourne International Comedy Festival.

The Strategy

  • Management and implementation of pre-Festival publicity, media and influencer relations during the month-long Festival and dedicated publicity campaigns for the Festival’s range of development programs including RAW Comedy, Deadly Funny and Class Clowns

  • Management of all media partners with creative strategy, content creation and execution

  • Issues Management

  • Facilitating reviews for artists of all caliber and supporting artists’ own publicity campaigns with expertise and guidance

  • Managing media review nights and ticketing

  • Collaboration with Visit Victoria and City of Melbourne to broaden campaign reach and leverage media famil opportunities

The Results

In excess of 3,500 media clips were secured for the 2019 Melbourne International Comedy Festival and Roadshow with coverage reaching all pockets of Australia. 
Print, broadcast, online and social media exposure was delivered across wide-ranging and far-reaching media with everything from major national newspapers and publications to small regional radio stations supporting the event and artists with coverage.


As a result of our campaign's success, Hatching and Social Set have been engaged to partner with the Melbourne International Comedy Festival again in 2020.

Get in touch to explore how we can make your brand take flight.

T: + 61 3 9429 5251



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