Melbourne Festival appoints Reactive

Reactive has announced a new partnership with Melbourne Festival, one of the premier international festivals in the world. The new relationship establishes Reactive as Melbourne Festival’s digital agency.

The work will be managed out of Reactive’s office in Melbourne.

A complete redevelopment of the Melbourne Festival website will feature improved design and user experience, and Reactive will additionally advise on overall strategy and social media.

Says Tim O’Neill, Reactive co-founder and joint managing director: “Melbourne Festival provides distinctive experiences unique to Melbourne that stimulate affection, curiosity, participation and inspiration from all that attend the Festival.

“We are looking forward to making sure their digital platform provides an equally amazing level of engagement.”

Says Katie McLeish, executive director of Melbourne Festival: “In Reactive, we have found a partner that shares our passion for the arts and for ensuring an online experience enhances a physical one. Reactive has the strategic and creative thinking to bring a rich digital platform to life.”

Reactive has a strong history of innovative digital work for the arts sector, including ANZ Buzz as part of the Sydney Festival and The Benevolent Society’s 200 Years Celebration activation at Vivid Festival. Reactive has also joined Melbourne Festival as a corporate sponsor.