The Wall Documentary Tour
2019 Finalist

The Wall Documentary Tour

USA Today Network - Gannett

McLean, United States

Category Best Use of an Event to Build a News Brand

Overview of this campaign

This documentary tour was developed to bring new attention to the Pulitzer Prize-winning multi-platform report,  “The Wall: Untold Stories, Unintended Consequences.”

 

In bringing this  55-minute film to cities across the country, the USA TODAY NETWORK aimed to:

  • Educate audiences on the complexities of border security and immigration policy

  • Elevate the thought leadership of USA TODAY NETWORK reporters who regularly cover the southern U.S. border

  • Bring new digital audiences to The Wall editorial content in mobile/ web and social.

  • Encourage informed discussions of border policy in communities

  • Introduce USA TODAY NETWORK content to diverse audiences most likely to be impacted by U.S. immigration policy


Results for this campaign

The Wall documentary was shown across the US, with more than 28 newsrooms, community organizations, and festivals participating in the tour. Five cities had sold-out or standing room audiences.

Gannett news organizations: 18 screenings

News organizations across the country participated in The Wall tour, inviting journalists and community leaders to discuss policy.

Community Screenings:  8

Upon hearing about The Wall, universities and community organizations requested the film be screened in their cities. 

  • City of Watsonville, California
  • YWCA of Asheville, N.C.
  • Ohio Northern University
  • Texas State University
  • Indiana University
  • Northeast Wisconsin Technical College

Film Festivals: 3

The Wall was an official section at the following festivals:

  • HBO/New York Latino Film Festival
  • Imperial Valley Film Festival (California)
  • Planet Focus Environmental Film Festival (Toronto)

Tickets:  USA TODAY NETWORK newsrooms distributed more than 2,100 tickets in the 18 cities that hosted screenings.

Sold-out audiences: Phoenix, Nashville, Washington, D.C., El Paso, Staunton, Va.

 Audience:   

  • 1.4 Million unique visits to The Wall content
  • 24K likes on Facebook
  • 30,750 Views of the trailer on YouTube

 Revenue:  $3,000

These events were for public service-oriented but earned revenue for two newsrooms.

Survey results:  All attendees of USA TODAY NETWORK screenings were surveyed through email.

  • 25 percent of audiences opened the survey
  • 90 percent said they would attend another USA TODAY NETWORK event 

Inclusion:

The film has been subtitled in Spanish, making it possible to screen the film for three Spanish-speaking audiences. English subtitles were provided to two universities with hearing-impaired students.

Partnerships:  The tour created relationships with organizations, universities, and institutions that have welcomed future opportunities to collaborate with the USA TODAY Network.

  • New York Latino Film Festival
  • USC/ Annenberg School of Communication
  • Newseum
  • WNYC/ RadioLab

 

JURY MEMBERS: Vimeo Password is w@ll_pA$$


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory