IDFB is a month long festival which takes place across the city. The festival comprises 150 performances from leading dancers hailing from 25 different countries. Rewired was appointed to manage the national and international PR for the festival, as well as working alongside the in-house team to secure regional coverage.
Rewired maintained continuous communication with the media, distributing over 25 press releases featuring various elements of the festival and its diverse programme. It also devised and implemented a Dance Challenge, which saw seven participants challenged to learn a new dance style in the lead up to the festival, with their progress charted using videos and blog posts. The participants included high-profile journalists from the region. Rewired also worked to attract national dance reviewers to the festival.
The total advertising value equivalent for IDFB amounted to over £3.8 million with 527 pieces of press coverage regionally, nationally and internationally, including The Guardian, The Times, The Daily Telegraph, bbc.co.uk, The Sunday Times, Elle Magazine and the Australian Times.