Returning from the pandemic after a two-year hiatus, the newly rebranded Tribeca Festival (formerly the Tribeca Film Festival) had an ambitious goal of selling out over half if its 624 events across New York City, while reintroducing itself to New York audiences as a home for not just films, but games, podcast, music and an immersive showcase.
World Renowned Brand
Unparalleled Educational Content
An Audience
Perception of Accessibility
A Reputation as the Premiere New York Film Festival headed by Robert DeNiro
A database of over 155k contacts
Partnerships with top media outlets including the New York Times, Vox, Deadline and more
The ability to Reach Diverse and Younger Audiences
A communication strategy that brought into focus the breadth of Tribeca’s offerings
Capability to Sell Underperforming Events Quickly
With a small budget for paid digital advertising, marketing focused on finding new audiences while bolstering the festival’s presence in top funnel awareness. Using a diversified social media marketing campaign, the campaign targeted demographic verticals for sets of events that would appeal to these new audiences. Using both branded and nonbranded key words, the Tribeca SEM campaign sought to capture the interests of a broad set of searching consumers.
Launching a new TikTok account three months before the festival, the team produced a TikTok video that received over 6.5 million views and created a cumulative 15 million total video views through out the festival. The team increased engagement on Instagram from previous the festival by 314% and boasted a cross-platform reach of 2.7billion.
