Using cinema within place branding process: the case of cooperation between Australian government and film industry
AbstractThe 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. The reputation of the country on the international scene, respect and trust in it, which causes craving and love for the country or, conversely, a poor reputation among other international actors and, consequently, a negative attitude towards it from the international environment, are important intangible components of any modern country. At a time when the "soft power" becomes even more important in interactions, even in spite of local armed conflicts and growing tension in certain regions of the world, the positive image of the country to this day contributes to a successful constructive dialogue with the rest of the international actors, and cooperation and cooperation at the international level. the arenas do not lose their relevance. Considering cinema as a powerful information channel and an influential tool for substituting institutions in the audience's minds, we wondered if it could be viewed in terms of image-maker functionality that could form a positive image of the country in the domestic political and, in particular, the foreign policy field, to promote the brand of the country to in the international arena and / or weaken competitors' rivalry for world resources. Modern films never become powerful channels of communication, ceasing to be only creative works of authors' collectives. The ability of cinema to mythologize events, to replace some installations in the human minds of others, in a heap of new technologies of film production, make it the most important kind of psychological influence, and therefore - the creation of a new reality. The problems of the relationship between culture (cinema) and space (the country), their interaction, are extremely relevant both in the field of scientific research of various humanitarian disciplines (cultural studies, political science, history, philology, psychology, etc.), as well as in the field of direct human practice - be it the protection of cultural and natural heritage, foreign and domestic policy of states, international relations, socio-economic development of different regions and countries. The substantiation and research of the possibilities of cinematography in the processes of creation and promotion of the brand of the country, its potential as a systemic mechanism for spreading a positive image of the country in its foreign policy context is becoming relevant. The design of the placement branding, which we consider to be the direction of modern state policy, becomes the locomotive that leads the practice of managing reputational capital of the country to a qualitatively new level. The involvement of cinematography as a tool for the performance of the play-branding activity makes it possible to talk about the emergence of the first practical models of purposeful and systematic activity in relation to the image of the country on the international scene, which favorably differ from the popular but ineffective casual acts of state bodies and enthusiasts from the private sector, in order to improve perception of the country to the rest of the world.
Tjukarkyna O.M. Rolj nacyonaljnogho brendyngha pry formyrovanyy vneshnepolytycheskogho ymydzha sovremennoj Rossyy: dis. … kand. polit. nauk: 23.00.02 (The role of nation branding in forming foreign policy image of modern Russia. Political Science diss.). Moscow, 2012.
AnholtGfK Roper Nation Brands Index 2009 Highlights Report, 2009. – Regime to access: http://www.simonanholt.com/Publications/publicationsotherarticles.aspx
Baker B. Branding and the opportunities of movies: Australia, Destination Brands / Baker Bill. ButterworthHeinemann. – 2011. – pp. 239250. – Regime to access: http://www.destinationbranding.com/articles/BakerChapterDestinationBranding.pdf
Beeton S. Filminduced tourism / Sue Beeton. – Clevedon; Buffalo: Channel View Publications, 2005. – 270 p.
GFK. Germany knocks USA off Best Nation top spot after 5 years. – Regime to access: http://www.gfk.com/newsandevents/pressroom/pressreleases/pages/germanyknocksusaoffbestnationtopspot.aspx
GFK. Nation Brand Index 2013: latest findings. – Regime to access: http://www.gfk.com/newsandevents/pressroom/pressreleases/pages/nationbrandindex2013latestfindings.aspx
Hudson S. Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives / Simon Hudson and J. R. Brent Ritchie // Journal of Travel Research. – 2006. – Vol. 44, №4. – pp. 387396. – Regime to access: http://jtr.sagepub.com/content/44/4/387.abstract
IMDb.com. Avstraliya (Australia). – Regime to access: http://www.imdb.com/title/tt0455824/?ref_=nv_sr_1
O’Regan T. Part IV: «Fair Dinkum Fillums» the Crocodile Dundee Phenomenon / Tom O’Regan. – Media Information Australia. – 1988. – №50. – pp. 155175. – Regime to access: http://search.informit.com.au/documentSummary;dn=275569679741675;res=IELLCC
Tourism Australia. About us. – Regime to access: http://www.tourism.australia.com/aboutus.aspx
Tourism Australia. Annual Report 20082009. – Regime to access: http://www.tourism.australia.com/documents/corporate/Annual_Report_2008_2009.pdf
UTS Library. Tourism Australia: Australia the Movie PR Leverage Campaign. –Regime to access: http://www.lib.uts.edu.au/gta/13858/tourismaustraliaaustraliamovieprleveragecampaign