Melbourne International Film Festival: How selling future memories broke historic records

This case study describes how the Melbourne Film Festival used previous festival-goers to create content to bring new visitors to the Australian event.

Campaign details

Brand: Melbourne International Film FestivalBrand Owner: Melbourne International Film FestivalLead Agency: McCann MelbourneCountry: AustraliaIndustries: Film, moviesMedia Channels: Cinema, Direct marketing, Events & experiential, Mobile & apps, Online video, Outdoor, out-of-home, Radio, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive summary

The 2016 Melbourne International Film Festival was the Festival's biggest year ever, in terms of ticket sales. It was a historical achievement, made more impressive by the degree of difficulty. Not only did the campaign have to beat the record performance on the...

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