Choice Cuts: Boccalatte puts the National Play Festival centre stage with new identity for 2011

Boccalatte has created the name, identity and marketing campaign for PlayWriting Australiaʼs National Play Festival for 2011. The event, a curated festival of theatre, performances, workshops and discussions showcasing the best in new Australian playwriting, runs at the Parramatta Riverside Theatre from March 15 – 19. Boccalatteʼs Choice Cuts campaign goes live today.

Boccalatte, a Sydney brand and visual communications studio with a long roster of clients in the Arts sector, was charged with the challenge of raising awareness of the National Play Festival and attracting an audience of largely inner-city dwelling theatre lovers, to an event hosted in Western Sydney.

Kristy Austin, the National Play Festivalʼs Marketing Manager, awarded the account to Boccalatte based on the strength of the studioʼs reputation in brand and campaign development. “Boccalatte worked extremely closely to our strategy and aims for the Festival” she said.

“They turned this into a brand identity, website and marketing campaign that is strong, clever & visually very punchy”.

Suzanne Boccalatte, creative director of Boccalatte, says the budget restrictions that are often inherent in Arts projects, are a source of inspiration, not anxiety, for her studio: “We all know that even big budgets can yield campaigns that lack connection and impact. Working with less resources means you simply cannot afford to rest on your laurels. Really, itʼs projects like these that are a true test of an agencyʼs creativity and ability to effectively communicate”.