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This is part of a case series. Founded in 1946, the Film Festival Locarno is one of the oldest film festivals in the world. It has continued to develop throughout its history, increasing its audience, its media coverage and its influence, yet never losing its identity. During the year 2006, the Festival and its marketing team decided to work on how to reposition the image of the Film Festival. The first step was an in-depth strategic analysis, followed by the design of a repositioning plan and its implementation. This case study presents the scenario, focussing on the communication strategy, including stakeholder management and communication activities.