The Challenge:

In its 38th year, VIFF sought the support of a PR firm who could showcase its exceptional roster of international and national cinema, as well as highlight the festival’s unique Films+ events and creator talks organized to bring the community of creators and film enthusiasts together.

With over 320 films being screened and a diverse calendar of events, VIFF set out to host approximately 400 industry professionals from around the globe and to showcase the largest Canadian film program in the world. VIFF engaged Yulu to manage all external communications efforts in the weeks leading up to the festival.

The Strategy:

With the festival fast approaching, the Yulu team was tasked with effectively and efficiently managing all external communications efforts for the festival, from outgoing pitching efforts to media accreditation, to media invites for the festival’s key events.

Yulu worked closely with VIFF’s marketing and programming teams to ensure accuracy, continuity and strategic alignment across a dozen external press releases, ensuring each appropriately and effectively highlighted VIFF’s diverse community of creators.

Through strategic and tailored pitching efforts, Yulu generated story angles that would ensure stories of the social justice, diversity, culture, and environmental issues at the forefront of VIFF’s film line-up were the focus of landed media coverage. We consciously highlighted both internationally recognized filmmakers as well as put a spotlight on the film industry’s newest talent. During the festival, Yulu’s team oversaw logistics for VIFF’s media office.

In addition to our media relations efforts, Yulu oversaw the execution of VIFF’s opening press conference, BC Spotlight Awards gala, red carpet events, and press screenings in conjunction with VIFF’s operations team and volunteers.

The Impact & Results:

Yulu landed more than 750 media hits reaching an audience of more than 185 million people. Over the course of the festival, Yulu’s team arranged accreditation for more than 150 media and industry screeners and coordinated more than 100 media interviews in a six-week period.

Yulu Pr Stastistics

Our impact by the numbers


media hits