I’m working this week on activations in Park City, Utah during film festival week.
This includes the popular media interview lounges and cast portrait studios.
Those types of venues are the preferred formats because they can include paid media.
This year appears to be really different as there will be less competition for earned media. Publicists, have I got your attention yet?
The same amount of press and celebrities will attend as in previous years.
However, there will be fewer branded pop-up locations vying for their attention.
This is great news for brands that want to dip their toes in by sponsoring existing events.
Many of the major sponsors of the Sundance Film Festival first tested the waters by sponsoring unofficial pop-up lounges.
This costs less than producing your own experiential pop-up lounge, which is usually in the $400,000 to $1,000,000 range.
Below are images from The Music Lodge, which is currently the most continuous pop-up venue at the festival.
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