Tribeca Festival 2023

The Challenge

As AOR for Tribeca Festival, our focus was to build on the success of last year’s PR efforts by continuing to increase awareness and press coverage around emerging categories (music, audio, storytelling, games, immersive) and established programs (features, shorts, talks). To do this, we were tasked with delivering seamless red-carpet experiences, securing festival-focused stories, increasing curtain raisers/critic reviews and building positive buzz among the industry.




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The solution

On behalf of the client, Team R&CPMK pushed for increasing the total number of accredited critics present to ensure more reviews came out of the festival. The team focused on expanded outreach through targeting certified critic lists, including Rotten Tomatoes Certified, NYFCC, and NYFCO. Ahead of the festival, the R&CPMK team held a virtual press conference with targeted media outlets and diverse outlets to highlight the programming slate. The team was pleased to have 58 press members in attendance. Additionally, the R&CPMK team created a “Publicist Information Package” for publicists to utilize throughout the festival and orchestrated a publicist informational session via Zoom to answer pressing questions.

The impact

Team R&CPMK secured 15 features / coverage with The New York Times across print and online, both leading up to and during the festival. Curtain raisers were up 117% from last year’s festival, with a total number of 74 across print, digital, and broadcast; this exceeded the team’s goal to increase the number of curtain raisers by 50%.