Whistler Film Festival

The 23rd annual Whistler Film Festival (WFF) brought together 98 films, industry sessions, talent talks, and special events in a hybrid format. Coldwater Communications developed and executed a comprehensive PR strategy to elevate the festival’s visibility and drive audience engagement, leveraging media relations, influencer partnerships, and on-site support.

Approach

Coldwater began with extensive research on past campaigns and market trends, using insights to shape targeted media and influencer strategies. Key tactics included:

• Crafting 20 custom media pitches tailored to diverse audiences, spanning local to international media outlets.
• Partnering with UBCP/ACTRA and securing film influencers for red carpet hosting and social media promotion.
• Implementing an Incident Communications Protocol to manage potential crises, such as a vandalism incident just before the festival.

On-Site Support

Coldwater provided five team members on-site to manage media desks, coordinate interviews, and support red carpets, ensuring seamless festival operations.

Results

Coldwater’s campaign delivered significant media coverage and audience reach:

• 446 media mentions, including placements in Playback, Deadline, Globe and Mail, and CBC.
• 3.4M total online views, 8M broadcast reach, and 11.76M online article reach.
• Influencer engagements reached 1.15M followers, driving engagement rates of up to 19%.

Impact

The campaign contributed to a 25% increase in festival attendance, exceeding WFF’s revenue targets and positioning it for future growth. Coldwater’s proactive communication strategies enhanced WFF’s reputation as a resilient, innovative festival.