NEWS
MIOB Audience Development Workshop

The MIOB network recently held a session dedicated to film festival communication strategy, inviting industry expert Francesco Marchetti to share his insights, strategies and case studies with participants.

The workshop explored how film festivals can build a strong, recognizable identity through communication strategies that go beyond traditional press office activities. From long-term B2B positioning and narrative shaping, to audience building and community creation, participants gained actionable tools adaptable to film festivals.

Special emphasis was placed on continuity between editions, the development of dedicated formats and communities, and the ability to connect with younger generations through the right languages, creators and digital ecosystems. At the end of the workshop, a Q&A session gave participants the opportunity to ask questions and discuss the topics covered.

Here is the summary:

Introduction: the festival as a media platform
Positioning before communication
Shaping the festival narrative
Integrated communication strategy
Continuity and community building
Reaching new audiences

The workshop was led by Francesco Marchetti, Founder and Strategy Director of AKA LAB, a creative lab specialising in content marketing and integrated communication at the intersection of pop culture and cultural institutions.