The products represented have broad subject lines and styles. That and the production are what make up the unique offerings represented in these festivals. Treating the marketing of that is personal and rewarding. We felt it should be as creative as the event.
Inviting an audience into the emotional world of indie films is a ride in itself and can go from A to Z pretty darn quick. "Where will it take you?" and "Let your imagination run wild" were both natural and relevant positioning lines for the promotional efforts. These campaigns ran in subsequent years. How far it may take you from your comfort zone was up to you. We just gave those thoughts a little more emphasis.
Here's how we made some noise for Florida Film Festival: