Raindance film festival in bid to raise media profile

UK independent film festival Raindance - which helped launch the career of Lock, Stock and Two Smoking Barrels director Guy Ritchie - is stepping up its PR ahead of the event later this month.

The group is preparing for its tenth annual festival, which has spawned a number of famous filmmakers, including 51st State screenwriter Stel Pavlou.

Raindance founder Elliot Grove said the next two weeks will be crucial in targeting potential future sponsors and in 'getting bums on seats' for the festival, from 23 October to 1 November. Last year 16,000 people attended the event.

Grove has enlisted the help of external PR consultants Idea Generation to help achieve record numbers this year. 'We want bums on seats but we also need to attract more sponsors,' said Grove.

He added that the festival has until now 'not received the attention it deserves'.

The agency has been drafted in at the last minute to lead an intensive media relations campaign.

IG replaced Spirit Media on the brief following a non-competitive pitch.

IG managing director Hector Proud said: 'It's predominantly a straight forward media relations brief, but because the event takes place in just a few weeks time, it's a high intensity campaign.'

The agency is targeting the full spectrum of media in a bid to raise awareness of the festival.

IG is also briefed to handle PR surrounding Raindance East, which focuses on Bollywood-style productions.

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