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Creating your show listing for the Adelaide Fringe guide and website is a crucial step! This resource outlines the guidelines for your written copy and images to ensure your show is presented effectively and consistently across all our platforms.

Contents

Your Copy

Because we have so many different shows, all with unique audiences, we need to make sure the written content across our website and guide is suitable for all ages, easy to navigate, and consistent from show to show.

What You'll Need

You'll need the following prepared for your registration:

  • Web copy: This is your show description for the website. There's an 800 character limit.
  • Web excerpt: This is the preview text people see when Browse our website. There's a 100 character limit.
  • Print copy: If you register by the Printed Guide Deadline in our Key Dates, your show will be included in the printed guide. There's a 200 character limit.

Copy Guidelines

  • Keep your show name snappy. Show names are limited to 100 characters (including spaces).
  • Use concise language. Make your copy sharp, short, and smart.
  • Use Australian English (e.g., organisation instead of organization).
  • Try not to repeat your show title in the copy; it will already be displayed right next to your description.
  • If referring to your show title in your copy, use single quote marks. For example: 'Arabella's Adventure' is a spectacular…
  • When using direct quotes, use double quote marks and, if from a publication, name the source. "Arabella's humour is second to none" The Advertiser.
  • When quoting multiple sources, separate each with a full stop. "Fringe Festival pick" The Advertiser. "Brilliant" RIP IT UP.
  • When using exclamation marks, one is the limit. The hit of the Fringe! Not the hit of the Fringe!!!
  • Only use an ampersand (&) when referring to a partnership or collective. E.g., 'Boris & Sergey's Vaudevillian Adventure'. The ampersand should not be used for linking two separate units or to simply replace the word 'and'. E.g., A showcase of Middle Eastern and Latino dance. Not A showcase of Middle Eastern & Latino dance.
  • For website addresses, use lowercase only and omit the 'www'. (adelaidefringe.com.au not www.adelaidefringe.com). Finish with a full stop if it falls at the end of a sentence.

Your Images

Your images are often the first thing potential audience members see. Think about the following when selecting images to represent your show:

  • Your image should be clear, bold, and stand out.
  • Less is more. Remember the image size in the guide is only approximately 2.5cm x 2.5cm, so don’t over-complicate it.
  • Don’t include text in your image. All the important info, like the title and location, will be right next to the picture anyway.
  • Try not to include too many people in the image. Again, due to the print and display size, it will look unclear and messy.
  • Don't include Adelaide Fringe branding unless by prior arrangement – this image should represent YOUR show and YOUR brand.
  • Invest in high-quality images that can be used across your campaign.

Image Specifications

  • Show Thumbnail: You can use this Canva template to fit your artwork to our required dimensions (800px wide x 800px high) before uploading.
  • Main Hero Image: You can use this Canva template to fit your artwork to our required dimensions (1200px wide x 600px high) before uploading.

Publication Rights and Standards

As the publisher, we reserve the right to edit the content of your show listing(s). If major edits or changes are required, we will work closely with you in suggesting acceptable alternatives.

We reserve the right not to publish:

  • Explicit words. These may be included in your show title or description copy; however, due to the general rating of Fringe publications, the words f*ck and c*nt will be printed as such with symbols replacing one character of the word.
  • Images that are detrimental to or likely to cause damage to either Adelaide Fringe or any sponsors of the Adelaide Fringe.
  • Images that are designed for the sole purpose of causing offense or that are liable to incite racial, ethnic, or homophobic hatred.
  • Realistic, explicit, or pornographic images of male genitals or female genitals.
  • Copy that is liable to incite racial, ethnic, or homophobic hatred.
  • Copy that constitutes or encourages conduct that would be considered a criminal offense.
  • Copy that is detrimental to or likely to cause damage to either Adelaide Fringe or any sponsors of the Adelaide Fringe.

Summary

  • Adhere to character limits for web copy (800), web excerpt (100), and print copy (200).
  • Use concise, Australian English, and follow specific formatting rules for quotes and links.
  • Select clear, bold images without text, optimized for small display sizes.
  • Ensure all content aligns with Adelaide Fringe's publication standards and avoid offensive material.

Additional Resources