Targeting diverse audiences

Multiculturalism isn't just an on-stage issue. It is also needed to build audiences.
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In a country where a quarter of the population is born overseas, the preponderance of white, Australian-born audience members is a problem for arts companies.

Melbourne Festival has come up with a creative solution. The Festival appoints ‘ambassadors’ from different communities whose role is to publicise the event within their own little slice of Melbourne.

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