The fresh campaign will launch on December 1 in Melbourne to coincide with the start of ticket sales for the festival.
Taking a step back from previous campaigns, LMFF chief executive Graeme Lewsey confirmed that the festival would not have a celebrity ambassador this year, and will integrate “real people” into the campaign instead.
“A significant part of the campaign’s development was having a ‘living and breathing’ component to encourage consumer interaction. Presenting ‘real people’ is an inspiring way and enabling consumers to learn of their individual style and beauty tips,” he said.
According to Lewsey, the 2012 instalment has also been adapted to be more inclusive and appeal more to retailers, as well as consumers.
“This year the campaign has a tactical, all-embracing quality to it. One that emanates a strong sense of community through celebrating Australian talent, their love of the festival and all that Melbourne has to offer,” he said.
“Despite tough economic times, we wanted to create a powerful and supportive message for bricks-and-mortar retail by showing consumers of fashion, defiant, enjoying, exploring and celebrating style.”
Led by Lewsey and creative advisor Grant Peace, with make up by Rae Morris for L’Oreal Paris, the campaign will feature all-Australian talent, shot by an Australian photographer and showcasing a vast range of Australian designer collections which will be modelled by the cast.
In a move to create consistent awareness of the event, the campaign will also launch in stages via a three tier strategy. The first campaign images will be distributed on December 1, followed by a second wave at a later date pre-event, with the last lot of campaign material to be released during the festival period.
Lewsey said distribution of the LMFF 2012 national campaign would be supported by an extensive number of media partners, from fashion magazine titles, national newspapers, online sources and outdoor adverting agents to TV networks.
According to Lewsey, the campaign live date will also tie into the national launch of the festival’s interstate travel packages, developed in conjunction with Tourism Victoria and Virgin Holidays.
“The travel packages also spearhead a new 'Retail Tourism' strategy the festival has developed to continue to increase its national engagement,” he said.
“We are really positioning LMFF as a fashion, beauty and business event for everyone to enjoy. Accessible, entertaining, inspiring and educational.”
The 2012 L'Oreal Melbourne Fashion Festival will run from March 8 to March 15, 2012.
