Tribeca Film Festival - Advertising

I've now analysed both events' websites, so now I'm going to move forward and analyse each event's marketing tools, techniques, and communications.

An obvious place Tribeca Film Festival is going to advertise is in New York City, the home of the event. Advertising is a big deal over there - seven of the world's top eight advertising agencies have their headquarters there. It's a big local event, so local people will attend. New York City has tons of tourists, so they're going to want to go to. If the event is well advertised around the city (which wouldn't look out of place - New York has billboards and advertisements around every corner), then the event will have been well marketed and will gain attendance.

A quick Google Image search of 'Tribeca Film Festival billboards and adverts' showed me a couple of examples of advertising around the city from previous years, seen below:

I won't go into too much detail about these as they aren't from this year's event, but they've made use of both a sponsored marketing campaign with the Diet Coke billboard, and a straight-forward poster on a building which tells you what the event is, the website, and the sponsors. 

When looking for Tribeca Film Festival's advertising for 2016, the best place I could get results was Instagram, through the use of hashtags. The two hashtags I used to search Instagram were #tribeca and #tribecafilmfestival. I searched these in the hopes of finding posts from people who have thought that the advertising was effective or cool enough to post on Instagram. Here were some of my results/screenshots:

These images I've taken from Instagram are all from around New York, showing the impact of Tribeca Film Festival's advertising campaign around the city. They've essentially plastered the event name (along with the sponsor who have naming rights) all over the city to spread the word that the event's coming up. With the trendy logo and quirky locations to advertise on, the marketers knew that they'd make good Instagram posts for residents and tourists. With 75 million daily Instagram users and around 8.5 million people living in New York, the two were bound to collide at some point. 

Tribeca Film Festival doesn't have a very strong presence on Facebook - I couldn't even find the official page when I searched - I had to find it through the website. Through that, I found that they had created an 'event' where Facebook users can say that they're going, or they're interested. 

This page would've been a good opportunity to make up for the lack of communication between both their website and the users, and the users-to-users, but they seemed to have disabled people from posting on the event's wall. Still, they've created an event which is good social media marketing.

Tribeca Film Festival launched quite a few print advertisements this year. Here's a couple:

All photos from the advertisements are of New York, which is pretty appropriate. The photos are iconic scenes and views of a stereotypical New York - perhaps a more glamorous look at the city to attract people to come to the event. The images also promote art itself, which is what the event is all about. I think the event has marketed itself through print advertisement really well because the bright shots of New York not only reflect the city in a positive light, but it also promotes their passion for art. 

There's also a trailer for the event, shown here:

Having a familiar face in the advert (Tracy Morgan) who works in film and TV endorsing the event will attract fans of him and any of the shows and films he's been in. The element of comedy will make people remember the advert, and will ultimately lead the event to success. The advert is sponsored by the network provider AT&T, as is the event (where the company has naming rights), so if people use and/or like this company, they might be convinced to take an interest in the event from the advert and learn more about it. The video on YouTube only has 583 views, so I can't say that many people saw the advert and wanted to see it again, but there's no way of knowing how effective it was in the end, but it's a well-made advert, so Tribeca Film Festival did a good job here.

I think that Tribeca Film Festival's advertising campaigns for this year's event so far have been pretty successful. They've definitely managed to get the word out via social media, and their print and moving image advertisements have been good. I will continue to track Tribeca Film Festival's advertising techniques throughout the event to see how successful they are.