The BFI is currently undergoing a review after it was handed additional responsibilities following the closure of the UK Film Council last year. It expects to reveal more about its new strategy in the new year.
Travers will be tasked with developing the BFI’s brand to reflect the breadth of the organisation, with a focus on the audience experience.
His remit includes strategic and commercial marketing, public affairs and government relations, corporate and consumer press and pr, membership and audience and customer experience.
Travers will work across the BFI’s Southbank and IMAX venues, DVD label, theatrical distribution, Festivals including the BFI London Film Festival, BFI National Archive, Sight and Sound and BFI Lottery Film Funding.
He joins the institute in mid-October from The Royal Parks where he was director of strategy and communications overseeing events including the Hyde Park concert season, the Olympics, and Royal Wedding celebrations in the capital’s central parks. He will report to BFI CEO Amanda Nevill and sit on the BFI’s executive board.
Previously he held a number of senior marketing and strategy roles at the BBC including head of consumer marketing for BBC Global News.
Amanda Nevill, CEO BFI says: “This is a really exciting moment for the BFI and this new role is going to be pivotal in ensuring we reach the widest possible audience, can really fly the flag for British film and filmmakers and develop a brand that reflects a repositioned BFI.”