PR Brief for London Film Festival Expanded (July 2021) - AWARD

Retender for PR Brief for London Film Festival Expanded.

Established in 2020, LFF Expanded featured artists and creative teams working in immersive media such as Virtual, Augmented or Mixed Reality and live immersive performance.

Using cinema as a jumping off point, the aim is to literally expand audience's horizons on how to experience interactive storytelling and all kinds of immersive art forms.

Last year's LFF Expanded was showcased in a virtual museum space called THE EXPANSE, which was free to access to UK and international audiences for the duration of the festival and was visited by a total of 7,751 people from home and at BFI Southbank.

The programme also presented a number of original and thought-provoking panel discussions and talks around the medium of VR and very special opportunities to meet the artists and explore pioneering new works.

To amplify LFF Expanded's second year, the PR team will need to implement a strategic campaign to engage new Festival audiences through arts, tech and consumer media via preview opportunities, talent interviews, feature opportunities and creative activations.

Initial outreach will focus on raising the Festival and the XR and Immersive Programmer's profile across this landscape, building a solid grassroots platform of awareness and then allowing the campaign to broaden out into the entertainment space, offering opportunities to engage press in new technologies, artists and questions around the confluence of film-making and VR.

The campaign would build to the XR Audience Award at the end of the Festival with the PR campaign working to engage audiences in the full programme and ensure investment in the recognition of the award recipient.