Case Studies: Notting Hill Film
Festival.
The Festival organisers have engaged Siren to roll
out an integrated marketing plan, kicking off in May
with the Notting Hill Festival Party. The soiree will
take place at the plush villa previously notorious for
Soho House parties in Cannes. Siren have reviewed the
explosive success of this festival and it’s growth
from only 20 films in 2003 to 52 films showcased in
2004 and are propelling it’s development into
a key tourist, community and industry event. The festival
is a unique platform for innovative filmmakers to screen
their product to the global market. A key objective
is to highlight the need to nurture British talent and
recognise the contribution the UK film industry people
gives to the worldwide market.
Siren have been tasked with budgeting, media planning
and marketing the festival to industry professional
and film fans alike. The company has used its knowledge
of new media and the industry to draft up a plan that
will test new technologies in marketing with the London
film going public. There are synergies across film and
new media that are not currently being leveraged and
the Notting Hill Film festival is a perfect testing
ground for new media suppliers. The film going public
is not afraid of being approached in new ways and is
comfortable with cutting edge technology. With a wealth
of talented filmmakers prepared to provide content,
we are looking at a winning combination.
Siren also have an eye on the US market and are reaching
out to their US counterparts to learn about how indie
movie producers are reaching their market via the web
and internet movie downloads. Film fans can expect to
hear about the festival via their phones and i pods
and even via moving image poster sites. The festival
will be leveraging their contacts database and using
a guerrilla web PR strategy to build networks electronically.
The aim is to gain the greatest amount of publicity
for the least amount of money. Siren fully appreciate
the power of product placement for brands and are speaking
to major media, technology and FMCG brands about the
generous sponsorship package they have drawn up.
Film naturally attracts an ambitious, young and image
driven clientele. If brands want to reach the high disposable
income yet hip style crowd then just a things are taking
off is the perfect time to establish their brand as
a leading force in supporting new creative talent in
the arts. The festival team have dreamt up a perfect
opportunity for brands to get new creative ideas and
filmmakers to make on the spot shorts. Brands are being
invited to submit a brief, which will be distributed
to several teams of filmmakers, who will have two days
to come up with an advertisement, an ideal opportunity
to explore novel ideas about their brand, with no cost
or risk to brand collateral.
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