Windsor International Film Festival

WIFF is the largest volunteer-run International Film Festival in Canada. They needed help selling more tickets for their Annual in-person festival in Windsor, Ontario. They already had Windsor covered. You couldn't go anywhere without seeing WIFF advertising. My job was to create a marketing strategy specifically targeted to the target demographic of people who watch independent films and would be willing to travel to Windsor. Closer cities were more accessible to target with physical and digital advertising, but the farther out became more risky and costly. We went with a strong Southern Ontario advertising campaign, both digital and physical, that targeted millennials in cities and metropolitan areas. I also suggested a pivot to sell tickets to further target audiences by selling tickets to online showings of the films, including similar packages to the in-person festival, but for how many movies can be watched at a specific price, including a “festival pass” to stream all movies. This was the pre-covid pandemic, so this consultation aged well.