Doubling Attendance at the Atlanta Film Festival
Situation
The Atlanta Film Festival has been a leading showcase for independent filmmakers in Atlanta and the southeast for over 30 years, and has been dubbed “the intersection of art, culture and commerce” for the region. When the organization came to MAX Advertising, it wanted to update the festival’s image to give it a more appealing, contemporary feel that would get attention and increase attendance.
Objectives
- Significantly increase attendance at the organization’s annual Atlanta Film Festival.
- Re-brand the festival to give it a more contemporary look and feel.
- Develop an integrated advertising campaign.
Strategy
MAX first developed a dynamic new logo for the festival that was unconventional, modern, and artistically appealing. With this new brand identity, MAX developed a multi-pronged marketing and advertising campaign that included television ads, print ads, banners, billboards and posters. The social media campaign increased grass roots “buzz” on Facebook and Twitter. The comprehensive brand launch was intended to increase awareness and develop interest by exposing the audience through different mediums over a period of time.
Results
When the “new” Atlanta Film Festival burst onto the scene, Facebook and Twitter came alive with talk about the festival – an important medium for spreading the word about the festival. The campaign was extremely successful – attendance doubled over the three-year span of the campaign. Today, the Atlanta Film Festival is a well-known part of Atlanta’s cultural landscape.
