1. Alina Inozemtceva, Jessica Lange, Liz Papierz, Carla Pereira, Pam Saikaley
Industry Marketing Report Presentation
April 22, 2016
3. Overview of Corporation
● 1976 - “Festival of the Festivals” was a 10 day event
● 350, 000 enthusiasts watched 127 films from over 30 countries in its first year
● 1995 - renamed The Toronto International Film Festival (TIFF) now runs all year round
● Programming includes TIFF KIDS International Film Festival, Canada’s Top Ten Film
Festival and TIFF Next Wave Film Festival
4. Overview of Event
● Toronto International Film Festival runs for 11 days, each September
● Showcases short and feature films from all over the world
● Celebrating its 41st anniversary this year
● Most important film festival after Cannes
● Known to generate Oscar-buzz
5. Corporate Marketing Objectives
● Increase ticket sales/event attendance
● Increase global presence
● Attract new followers to social media
accounts
● Connect to followers through conversation
across social networks
● Share film-related news and educational
content online throughout the year
● Build momentum leading up to events
6. Event Marketing Objectives
● Lead the world in a cultural and
creative discovery through
moving image
● Showcase Canadian
achievements in an international
context
● Strive to change the way people see
the world by pushing boundaries of
status quo
● Unite industry professionals and
diversity of local, national, and
international film
7. Target Audience
● Approximately 473,000 attendees
● Over 60 countries involved
● Primary target audience
○ Professionals in the industry
○ Those who have a passion for film
○ Eager for the best in contemporary film
○ Appreciate innovative and diverse work
9. Brand Strategy
● Original named as “The Festival of Festivals”
● Bring together best filmmakers and local market
● In 2009 it was renamed to TIFF and creation of 8 sub brands
● Activated organisational culture
● Bring TIFF to global audience
● In 2010 TIFF Bell Lightbox created
● Promoting its brand with strong poster image
12. Conclusion
● TIFF’s marketing strategies have proven to be effective
● Strong use of social media presence which appeals to a younger demographic
● Focus on marketing through more print material to appeal to baby boomers in the
future