Website launched for 62nd Edinburgh International Film Festival
Digital marketing to play more important role with switch of dates to June
This year is the first time in its 62 year history that the Edinburgh International Film Festival hasn't run in August alongside the other capital's festivals. The hope is that the switch of dates will increase awareness of the Film Festival without it being in the shadow of the larger events, but conversely it won't benefit from the usual general exposure and extra tourism generated by the Fringe, Book, and International Festivals.
The EIFF team realise the increase in importance of marketing for the success of this year's Film Festival, and understand the importance of digital marketing in this mix. This year Line has worked with their communications team to devise a strategy and deliver new initiatives, including online research, the creation of a new "EIFF Web Members" section, and a renewed emphasis on email marketing.
As with every year, the EIFF website has been redesigned to reflect the new festival campaign style, and this was launched on Wednesday with the box office opening today. Early website traffic show an almost identical interest in the Festival to previous years, with the new email strategy producing a noticeable influence on this.
We look forward to seeing the success of the digital marketing almost as much as enjoying the Film Festival itself.