Using cinema within place branding process: the case of cooperation between Australian government and film industry

• Main Author: R. M. Dziuba
• Format: Article
• Language: English
• Published: Publishing House "Grani" 2015-01-01
• Series: Granì
• Subjects: бренд країни; імідж країни; плейсбрендинг; кінофільм як канал комунікації; маркетингова кампанія; події світового рівня; Австралія
• Online Access: https://grani.org.ua/index.php/journal/article/view/122

The case of Australia and the film «Australia» as an example of the effective using of cinema in place branding is represented. It is proved that films are strong and effective communication channels within internationals relations, which are able to have an impact on a distribution of the global flows of potential visitors to the country. It is shown that placing of the state brand into cinematography form enables the process of formation of the international image of a state, improving the country’s reputation in the eyes of public community of the other countries. The author shows the conditions the use of cinema as a tool of place branding brings the most effective results under which. As such conditions the author considers world­class events in the countries where the movies were filmed. The article also focuses on a role of public authorities within successful place branding. A successful Australian marketing campaign «Come Walkabout» which was held by state agency «Tourism Australia» in 2008 is analyzed. The peculiarity of this campaign was its establishment on a base of the film «Australia». It became a unique packaging for state brand with its subsequent representation towards wide circles of the international community. The article also rises the question of interdependence among state image and the images of its components.