The largest film festival in the U.S. dedicated to promoting awareness and appreciation of the work of people with different abilities.
What were once corporate buzzwords mainly used for “diversity washing,” diversity and inclusion have now become two of the most important issues that society faces today. That’s one of the many reasons why the JFS Houston Alexander Institute for Inclusion proudly produces the ReelAbilities Houston Film & Arts Festival every year. With the festival coinciding with the 30th anniversary of the Americans with Disabilities Act, JFS Houston had huge plans in the works.
JFS needed a PR and marketing strategy that could hold its own against their star-studded lineup and take their event to the next level. The objective was to:
What ReelAbilities truly sought from our services is spurring conversations, engaging with the artists and engaging with the festival on social media. More specifically, we took a 3-pronged approach to:
3K attendees - 1000+ more than the previous year's festival. 17M total media impressions, 10 feature articles on festival speakers, and 3.3M impressions from media buying.
This project offers a masterclass in the pivot-don’t-pause approach. Rather than slowing down, we maintained our momentum by pivoting from promotion of in-person events to safer options like curbside, delivery, and virtual tastings. As home-bound consumers sought the comfort of sophisticated wines, we made sure Messina Hof’s carefully cultivated products were more visible and easier to access than ever.
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