MEDIA AND PR

DESIRED OUTCOME

Driving awareness and attendance.

 


CHALLENGE

Since its inception in 2011, P4 Group has worked closely alongside event organisers and talent to bring Australian audiences one step closer to the films and the people who are responsible for opening the doors into Iran.

Across 12 days and five capital cities, the Iranian Film Festival Australia (IFFA) entertains audiences with the chance to experience Iranian identity and discover why it remains one of the most talked about cinematic movements across the globe.

 


SOLUTION

To enhance IFFA’s credibility as Australia’s leading program dedicated to Iranian cinema, P4 Group has delivered media relations campaigns focused on leveraging the reputation of festival directors Anne Demy-Geroe and Armin Miladi.

In 2015, P4 Group leveraged the star-power of Iranian actor-turned-director Payman Maadi, whose whirlwind visit involved 10 interviews with key media including The Australian, Fairfax Media, ABC News online, SBS and Radio National. Underpinning the key messages of the campaign was the understanding that the festival provides a platform to enjoy and exchange opinions and celebrates and stimulates cultural diversity.

 


RESULT
  • In its inaugural year, Brisbane Powerhouse ticket sales targets were reached in the week prior to the festival opening
  • Ticket sales nationally have met with IFFA’s anticipated targets year on year
  • 223 media placements nationally in print, radio and online publications
  • 31 mentions of the festival in The Australian in five weeks
  • In-depth features in national dailies including The Australian, The Age, The Courier-Mail, Adelaide Advertiser, Canberra Times, Herald Sun, mX
  • Features in key online film portals including SBS (Film), Empire, FilmInk, ArtsHub, Urban Cinefile, Movie Time