The aim of this promotional campaign is to revitalise interest and membership in the Brisbane Writers Festival.

Rather than concentrate on widespread hit-and-miss advertising, promotional packs are sent to groups already invested in literacy, including: writing groups, schools, libraries, independent book stores and book clubs.

The theme for the campaign is “Bare Words”: the idea that words alone, in black and white, on screen or paper, have the power to change the way people think.

The "Bare Essentials" packs include sample BWF merchandise.

Shirts, buttons, membership cards and other branded merchandise increase the audience's personal investment in the festival and excited members are the best tool for promotion.

Different groups receive different items according to their needs (a bookstore might need more posters, a book club more T-shirts) with forms to order more merchandise or become a member. Each pack also includes posters, and festival programmes.

Beyond just listing the events and speakers the programme book contains excerpts and original writing from special guests and local Brisbane writers. It also informs readers of other literary events, organisations and resources in Brisbane encouraging them to stay connected throughout the year.