CLIENT:

International Ocean Film Festival

PROJECT:

OOH

CHALLENGE:

As the Marketing Chair and Board member, I was tasked to promote the 18th Annual International Ocean Film Festival's marquis event with a $0 production budget and no usable legacy brand assets. What was normally a four day live event became an 18 day virtual one due to the global pandemic. Adding to the monumental challenge was having to differentiate our org from countless other marine conservation orgs. No small task given the fierce competition for eyeballs and donations around Earth Day.

SOLUTION:

Developed the creative strategy, led creative direction, executed copywriting, and directed editing, extracting still images from selected film entries. Avoid the all too familiar doom and gloom issues. Instead, inspire hope for the viewer with a highly emotive, truthful message that speaks to the interdependent connection between humanity and the world's oceans. This campaign appeared on digital boards with an eight second rotation around the Bay Area on Highways 101, 280, and 80.

RESULTS:

While many nonprofits folded during the global pandemic, The International Ocean Film Festival thrived. The out of home campaign was part of a global marketing effort that included broadcast, social media, and newsletters. Collectively, it helped generate a 55% increase in gross sales, a 59% increase in net sales, a 56% increase in online attendance, a 68% increase for total tickets ordered, a 35% increase in new e-newsletter subscribers, and a 59% increase in number of donations received.