"Research undertaken by the GFC has given us insight into the manner in which Gauteng is currently perceived by the film and television industry, both here and abroad, and we have taken note of industry comments on current gaps in the marketing of 'location Gauteng'," says GFC's chief executive Terry Tselane.
"Through much more focused marketing partnerships, we wish to kick-start a collective industry effort to sell Johannesburg and regional Gauteng as a global production hub."
The launch of the marketing campaign also coincides with the rollout of a new corporate identity for the organisation, necessitated by the restructuring of the agency as a commission from its previous designation as film office.
"We wanted our visual signature to communicate the vibrance of this vital socio-economic sector, which this year, has enjoyed an unprecedented level of success. Gauteng-based productions such as Tsotsi and Elalini have won prestigious international recognition and have thrown a spotlight on the exceptional technical and creative expertise available in Gauteng in terms of production facilities and technical capacity. All this puts us in a powerful position to renew our marketing drive during 2007," says Tselane.
According to Tselane, the GFC will align its' activities with the Gauteng Growth and Development Plan, with the aim of increasing commitment from the Gauteng Provincial Government for the further marketing and development of the province's audiovisual industry and to secure increased financial support for low budget film features, as well as the development of scripts that reflect contemporary South Africa, in particular.
Equally critical will be to ensure that all industry players, including smaller operators, are able to benefit from the agency's networks and support structures.
"'Big ideas, perfect locations' we believe will support the emergence of a much stronger presence for the Gauteng brand in the marketplace and will support provincial efforts of positioning Gauteng as an internationally celebrated global city region," he concludes.
