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February 2008 - Strategy Magazine
Upfront

Shaking up Stratford

by Carey Toane
page 10

Just before the curtain goes up on the 2008 season, Stratford, Ont.'s iconic performing arts event has a new look to go with its new name: the Stratford Shakespeare Festival. A full-scale print, radio and interactive campaign pushing the individual plays starts this month.

Organizers are reaching out to a broader audience with a new Pop Art-influenced visual identity, led by the Karacters Design Group's Toronto office. The Bard appears in vivid colours in the festival's new logo, posters and programs, and on the website at Stratfordfestival.ca. The materials also carry the new tagline: "North America's Leading Classical Theatre."

Formerly known as the Stratford Festival of Canada, the festival's name was changed to reflect the renown it has earned for its Shakespearean offerings. "Stratford has a global reputation for Shakespeare," says Karacters managing director John Furneaux. "It's more than just Canadian; it has large appeal throughout North America."

The makeover was timed to coincide with a changeover in festival direction, with long-time artistic director Richard Monette succeeded by new general director Antoni Cimolino and a team of three ADs. The festival runs from April to November.

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