Communications & reach

What’s the story?


During 2018, we worked on IDFA’s positioning. Communications agency KesselsKramer developed a new visual identity, a manifesto, and a key message: IDFA provokes boundless curiosity. This formed the basis of our campaign and other communications. Our aim was to encourage the audience and professionals to reflect on the world around us; documentaries are unique, exceptional stories that disrupt us, make us think, inspire us, and can give us a creative experience. IDFA wishes to surprise its audience and at the same time guide them through what we have to offer on the basis of preference, interest, and themes. 

Our program is presented through various channels and media from October onwards. Our program magazine, which is distributed in a print run of 300,000 copies with the newspaper de Volkskrant, reaches a large audience of regular IDFA visitors every year. We constantly invest in online communication (such as our social media, website, app, and newsletters) in order to also reach a younger, more culturally diverse audience. This group now also comes into contact with IDFA through the events IDFA organizes each month in cooperation with partner venues such as Melkweg, Tolhuistuin, Podium Mozaïek, De School, and FC Hyena.

Audience reach: 284.752 visits

38% of the audience has visited at least 5 festival editions
24% has visited 3-5 editions
38% has visited 1-3 editions


VPRO: 152,500 festival supplements

Inside IDFA: 8 broadcasts on NPO 2

De Volkskrant V-Special: 225,000

De Groene Amsterdammer: IDFA Special 34,000


300,000 Program magazines

3,000 Program Guides

12,000 IDFA Journals in 4 issues


125 A0 posters

1314 A2 posters

175 Mupi's

80 Art Screens

20 pillars

Festival trailer

89 theaters


23,130 audience subscribers

19,534 industry subscribers

3,405 education subscribers

2,746 new media subscribers

Social media

63,105 Facebook followers

29,804 Twitter followers

8,230 YouTube followers

8,986 Instagram followers

Industry social media

17,237 Facebook followers

14,893 Twitter followers

7,647 IDFA DocLab Facebook followers

13,241 IDFA DocLab Twitter followers