The Tribeca Film Festival: It's Movies. It's New York

Brand Name: Tribeca Film Festival
Product Type or Description: Film Festival
Category for this Entry: Culture and the Arts
Campaign Title: It's Movies. It's New York.
Agency: Ogilvy & Mather
Client: Tribeca Film Festival

MARKETING CHALLENGE

How Identity Turned Goodwill into Good Business

The Tribeca Film Festival (TFF) is the brainchild of Hollywood insiders Jane Rosenthal, Craig Hatkoff and Robert De Niro. As long-time Tribeca denizens, they created an event whereby the power of film drove neighborhood economic recovery post 9/11. Quickly, the endeavor gained advocates from a broad array of politicians, celebrities, media moguls, businessmen and New Yorkers. TFF became a nine-day gift to the city, a magical “NY moment”, like the Simon & Garfunkel concert in Central Park. Never effete or elitist, TFF boasted something for everyone – with premieres of niche and mainstream flicks, a family film festival plus a free concert in Battery Park. In this way, they were anomalous from most other festivals that function mainly as trade events with red carpet flair.