We had to maintain last year’s momentum. The audience had doubled in size in 2015 and we were drawing praise from industry icons, as well as national publications. Southern Living wrote that Chattanooga's Film Festival (CFF) would surpass Sundance one day. Our audience was a group of passionate and devoted film lovers and film makers and we weren't about to let them down. We needed to turn up the heat!
We knew CFF was well received because our audience loved upstart no-budget genre films as much as the respected examples of cinematic history. Our 2016 campaign needed to strike that same balance between serious appreciation and fun-loving, off-beat unconventionality. So we took the campy graphic look from the 2015 campaign, our memorable logo, and familiar imagery of Chattanooga and featured show-stopping headlines that got the attention of our audience and created plenty of buzz about this year’s Festival.
The results? The 2015 Chattanooga Film Festival almost doubled in size. However, 2016 saw another 30 percent increase in audience interest and attendance. The Festival drew praise from industry icons like Elijah Wood, Pat Healy, Joe Bob Briggs and more. Southern Living magazine wrote that one day the Chattanooga Film Festival could surpass the popular Sundance Festival held annually in Utah. Fans and loyal followers were enthusiastic, and the word was out to the media and the rest of the movie-going world — “Come to Chattanooga!”
Our brand identity was about all things fun and entertaining. After all, this was a film festival. We put our unforgettable CFF logo, created by Tai-Yii Yeh, on all our print, collateral, movie posters, and social media messaging. Then we combined this classic logo with our campy, off-beat graphic imagery. The result was a ubiquitous and unforgettable look that extended an invitation to all who attended the Festival. “It’s time to go to the movies.”
We produced large transparent posters with catchy headlines and placed them in lightboxes in the lobbies of local area movie theatres. We also designed badges, t-shirts, tickets, and created printed posters that were displayed in the windows of downtown businesses. All had the same look and feel and supported the zany brand personality that was uniquely CFF!
Digital marketing was extensive and very successful. A custom online ad campaign was created to encourage ticket and badge pre-sales. The core campaign targeted film lovers in Chattanooga and the closest cities connected to it via nearby Interstates. A retargeting effort displayed ads to anyone who browsed the CFF Site.