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We’re going to walk step-by-step through filling out STEP 7 - Promotional Material of your event registration in Eventotron.

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This guide cracks open STEP 7 - Promotional Materials section of your Melbourne Fringe Festival event registration, turning dry Eventotron form fields into a powerful marketing tool.

Most artists treat this as admin. You? You'll use it to pre-sell your show to the Fringe team, arm our publicists with media gold, and feed our marketing team the exact intel we need to make your work unmissable.

This isn't just better registration. It's campaign strategy disguised as a form, with skills and information you can (and should) be using across your own marketing campaign.

Vibe Tags

What are vibe tags and where do they appear?

Vibe tags appear at the top of your event listing. Think like Netflix’s ‘This show is…’ section, they help audiences understand what it feels like to be in the room with your event, before they buy a ticket.

(check out the purple words in the top right hand corner - those are your vibe tags).

You will choose 3 tags from a list during registration. We’ve tried to make the list as broad as possible, to make sure every show can find the right words for their experience, while still keeping it contained enough that it remains a helpful tool for audiences.

The most important rule when choosing your tags: choose tags that describe what an audience member will feel or experience – not what your show is about, and not how good it is. If your show was described to a friend at a bar the night after they saw it, what three words would they use?

1. Tag the experience, not the subject. A show about migration might feel chaotic and heartfelt and darkly funny. Tag the feeling, not the topic.
2. Tag what surprises people. If your show is hard to describe, lead with what audiences would not expect. That can often be the most useful information.
3. Be honest, not impressive. Choose accurate tags over ones that might sound more prestigious or broadly appealing. Audiences trust listings that match reality.

How to choose between similar tags

Some tags are close neighbours. Here’s how to tell them apart.

Provocative vs subversive

Provocative = the show takes an open, confrontational stance. It wants a reaction and does not hide it.

Subversive = the show quietly undermines something from underneath. It appears to be one thing and reveals itself to be another.

Reflective vs meditative

Reflective = the show makes the audience turn inward. You will think about your own life afterwards.

Meditative = the pace of the show itself is slow and still. This is about form, not effect.

Dark vs Unsettling vs Haunting

Dark = the content goes to heavy or difficult places.

Unsettling = something gets under your skin in a way that’s hard to name.

Haunting = the show lingers after you leave.