Strategic Communication at Locarno Film Festival is an interactive multimedia case that focuses on the prestigious film festival and in particular the repositioning of the event’s image from the year 2006.

This repositioning is studied through video interviews examples of the activities implemented and interactive exercises.

We use this case study in courses related to corporate communication corporate identity corporate image branding advertising and corporate marketing. The final aim of the case study is to bring students to apply their knowledge on how to segment stakeholders and how to integrate communication for corporate communication branding and corporate marketing purposes.

Students learn that to build the Festival’s brand credibility in the industry during 2006 it was necessary to address multiple stakeholders’ expectations beyond those that are typically considered. Visual and multimedia material in the case study make this case unique as students also learn some practical basic steps to consider during the repositioning of a brand (e.g. How to build a corporate identity manual sponsoring structure content design etc.). In the case students have to face different exercises for segmenting stakeholders and prioritize the main issues of concern. As well as this the case shows the before and after of the image and the repositioning initiatives.