My print idea for HIFF focuses on reaching more tourists. Through my experience at HIFF, I noticed that not a lot of tourists were attending the festival, at least not as many as could have been. By collaborating with a bank, in this example Bank of Hawaii, since they have the most ATM´s in Honolulu (Waikiki), it is possible to reach out to a lot of tourists. Tourists come to Hawaii and spend a lot of money. Asian especially, come to Hawaii to shop. Asians could be a big target audience for HIFF as there are plenty of Asian movies screening at the festival.
The idea is to brand HIFF through ATMs. By putting up posters next to the ATMs, as well as turning the screen on the ATMs into a more interactive experience where consumers can find schedule info, look at trailers and buy tickets directly. This is the overall idea.
For the assignment, however, we had to focus on ONE print media, so the focus here is on the receipt you get when withdrawing money. On this receipt there will be a coupon eligible for two free tickets if they type in the promotional code online/through smartphone together with credit card´s last four digits, or bring the receipt with the coupon to Dole Cannery Theaters. This gives customers the ability to learn about HIFF as well as an excuse to go there.
Cost per thousand can be as low as $4 according to research.
WATCH THE VIDEO PRESENTATION HERE, you don´t want to miss it!
Design by Daniel Thu