Commissioned by the Northern Film Festival (NFF) in 2021, this project aimed to create an ideal customer journey to enhance the festival’s marketing strategies and attract 20,000 visitors to its next edition. The NFF, the largest regional film festival in the Netherlands, focused on showcasing international and local Nordic cinema. With the ongoing COVID-19 pandemic necessitating the cancellation of the 2020 edition and requiring a potential hybrid or fully online 2021 edition, the project addressed the critical need for target audience insights and an innovative content and media marketing strategy to boost attendance.

To tackle NFF’s marketing challenges, the project analyzed the current content and media strategies, conducted thorough qualitative and quantitative research to develop target audience personas, and created three customer journey visualizations. These visualizations included Customer Journey 1.0, reflecting the organization’s perspective, and Customer Journey 2.0, reflecting the customer’s perspective. The insights from these were synthesized into the ideal Customer Journey 3.0. The report identified gaps, missing touchpoints, and key emotional moments, presenting three innovative “9+ ideas” to enhance customer experience and solve NFF’s marketing issues.