Melbourne International Arts Festival
We built a Webby Award-winning festival website that broke box-office records.
Melbourne International Arts Festival (MIAF) has presented international arts performances to the people of Melbourne for over three decades, with events taking place across the city for three weeks every October.
Facing increased competition in the events space, MIAF first approached Bravo in 2014 to create a new and much more flexible website, with a key goal to engage with and grow the Festival’s target audience. Since then, MIAF has become a long-standing Bravo partner and we've collaboratively improved their digital presence each year, winning a Webby Award for Best Events Website in 2019. MIAF is currently undergoing a transformation and we're excited to contribute to its continued success.
Increase in online sales
Average annual website users
Webby Awards 2019
With a constant goal of increasing ticket sales, the websites built by Bravo for MIAF have enabled the percentage of ticket sales online to increase from 60% to 81% since 2014. MIAF website visits increased by more than 70% in that same time. The 2018 festival broke their previous box office record at $3.5 million in revenue with $3 million of online ticket sales transacted through the website.
The 2018 MIAF website won Best Events Website in the 23rd Annual Webby Awards. Hailed as the “Internet’s highest honour” by The New York Times, The Webby Awards is the leading international awards organisation honouring excellence on the Internet.
Bravo has been a critical part of our digital transformation, and integral in our success in increasing the percentage of ticket sales online from 60% in 2014 to 81% in 2018. Their eagerness to collaborate with our team to deliver an exquisite experience for website visitors is constantly refreshing, and we look forward to working with them into the future.
Bravo has progressively built a mobile-optimised, content managed website based on the flexible, secure and scalable open-source Umbraco CMS platform to showcase the MIAF brand and drive ticket sales and engagement. The site is integrated with Tessitura CRM and TNEW7 ticketing purchase path and various marketing systems such as Olark Live Chat and social media.
For the 2018 festival, Bravo launched a major UX and design-led overhaul of the MIAF site that introduced a rich set of features, including:
User Experience Design
Mobile Responsive Front-end Website Development
Back-end Application Development (Umbraco CMS)
Payment & Ticketing Solution (Tessitura)