Film Festival

CP Communications was engaged to significantly raise the profile of Starlight Films on the North Shore and with major metros newspapers in the entertainment sections. Jill Keyte, Managing Director of High As A Keyte, “engaged CP Communications to promote the ‘jewel in its crown’ of annual events, Starlight Films, because we were looking for a PR company with a different approach”.

Starlight Films is the biggest and best outdoor cinema for those living and working on Sydney’s North Shore (and those brave enough to cross the Sydney Harbour Bridge!). It runs over the summer months in Pittwater and North Sydney.

Strategic PR
Using media releases as the medium to distribute information and engage journalists’ interest, CPC wrote and distributed 10 releases over the season. Topics ranged from a family theme targeting family and parenting journalists and publications, to music publications with bands at Surf on the Turf, activities for Australia Day and entertainment writers were contacted for the launch of both seasons.

Massive media coverage was achieved with over 25 print articles covering the Cinema, and over 45 online articles/mentions. “We liked Catriona’s enthusiasm for Starlight Cinema, her ideas and persistent drive to attract publicity, she provided excellent service,” Ms Keyte said.

Online PR and marketing
In addition to traditional media, CPC also devised a strategy to target people not on the Starlight Films mailing list, by offering giveaways via enewsletters distributed to thousands of people. An online campaign was also run targeting online entertainment sites and blogs.

Social Media Campaign
With the growth in popularity of social media applications amongst Starlight Films’ targeted publics, CPC implemented a social media campaign during the cinema’s 2009 season.

CPC developed a social media strategy aimed at best meeting Starlight’s business objectives. Social media platforms such as Facebook, Twitter and LinkedIn were decided to be the most appropriate channels and best suited to Starlight’s needs.

Following the implementation of the campaign Starlight Films’ followers had increased from zero to more than 650 (at the time of writing). This was achieved by searching for Twitter users in the North Shore region and greater Sydney region. Starlight Cinema or @Starlightcinema followed these users, who more often than not would follow back. This ensured followers were in the direct target market of Starlight Cinema.

Interactive competitions were organised by CPC that both generated conversation around Starlight and increased their followers. 20 free double passes were given away in the week leading up to the Starlight Films opening. Followers were asked to retweet details about the opening night, with the first 20 to do so winning double passes to opening night.

Every Tuesday during the season CPC ran a Twitter competition asking followers a quiz question about a key Starlight fact. In order for followers to find the answer to this question they needed to visit the website. The first five followers to do this won a free double pass. This competition not only generated conversation, but also encouraged people to visit the Starlight website.

Additional competitions were run in conjunction to Starlight’s special events, including the chance to win a bunch of roses when booking tickets to Valentine’s Day and an Indian dinner voucher when booking tickets to Mystical India.

CPC managed the Starlight Cinema Twitter account on a daily basis. This included updating followers on movies that were screening, special events, advice on what to take, general Starlight information and answering any enquiries or questions followers had.

CPC developed a strong fan base for Starlight Cinema through their Starlight Cinema Facebook page.

The team regularly updated the Facebook page with information and photos from the event. Fans were encouraged to upload their own photos to the fan page and interact with Starlight and each other.

Facebook was also used to create events for each special event running which was both posted on their page and sent to all fans to increase awareness of what was happening at Starlight Cinema.


CPC developed a LinkedIn profile for the producer of Starlight Cinema, Jill Keyte. Ms Keyte was briefed on the benefits, how to use the social media platform and helped her ‘link’ with individuals.

Through LinkedIn, CPC was able to help Ms Keyte to form groups relating to Starlight Cinema and send invitations, special offers and information out to her contacts via LinkedIn.

As a result of this social media campaign Starlight Cinema created a presence for themselves on social media platforms, engaged with potential customers, generated conversation around the event, increased awareness and increased ticket sales.

“We engaged CP Communications to promote Starlight Cinema, because we were looking for a PR company with a different approach. We liked Catriona’s enthusiasm for Starlight Cinema, with her ideas and persistent drive to attract publicity, she provided excellent service,” Jill Keyte, Managing Director, High As A Keyte

Media coverage CPC secured for Starlight Films’  include:

  • mX
  • The Mosman Daily
  • The North Shore Times (online)
  • The Sydney Morning Herald
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