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PROJECT OVERVIEW

Each July, the best in cinema from around the world comes to Melbourne as part of the Melbourne International Film Festival (MIFF). MIFF is Australia’s oldest and largest screen culture event featuring a full schedule of red carpet premieres, parties and special events. 3 Degrees was commissioned by MIFF to procure and manage sponsorship on behalf of the festival and to manage the opening night premiere event.

CLIENT OBJECTIVES

To create a unique event with connectivity to MIFF the organisation, MIFF’s 2012 program and the opening night film.

To produce an event that honored cultural traditions, highlighted key supporters and recognised parties central to the festivals success.

To create an event to officially launch the 2012 festival.

To generate media interest and coverage.

OUTCOME

Opening Night saw The Sapphires premiere to an Australian audience following rave reviews from the Cannes Film Festival. The original Sapphires were in attendance to witness the special event, alongside cast members, government and long time MIFF supporters such as Geoffrey Rush.

The iconic Greater Union cinema and the surrounding streets were transformed by red carpet, metres of media wall, an ensemble of bright lights and keen onlookers who gathered to watch the stellar guest list arrive to waiting media.

The official Opening Night after party was hosted at the stunning Regent Plaza Ballroom, where guests were treated to a special performance by Sapphires cast member and renowned songstress Jessica Mauboy. Jessica was joined on stage by a five piece soul band co-ordinated for the event by Gary Pinto (Musical Director, The Voice). Jessica’s Sapphires cast members also joined her for a rendition of Sugar Pie Honey Bunch to conclude an electric performance. London based DJ Paris Wells played tracks throughout the remainder of the evening. Sumptuous cocktails were served and lavish bar displays adorned the theatre.

The night was electric, nominated by the MIFF board and executives as ‘the best ever MIFF Opening Night’.

Across the festivals, the 3 Degrees Sponsorship team is proud to have secured major brand partnerships as part of sponsorship management including Audi, CUB, Mix101, Victoria University, Coca-Cola Amatil, Cornwall Stodart, Gucci, Harper’s Bazaar, Seven Network and NAB.