The Canada Media Fund (CMF) implemented several strategies to communicate information to its stakeholders as well as promote the Canadian television and digital media industry by reaching out to new audiences.
The CMF was invited to or took an active part in key industry events in established and emerging coproduction markets to promote Canada as a country of choice for international coproductions. Keynote presentations and strategic meetings were held at select industry events in Brazil, Colombia, France, Ireland, Italy, Mexico, Monaco, Spain, the UK, and the US. Canadian productions were featured at key international industry events, leading to new business opportunities for producers.
Nationally, the CMF partnered with or contributed to 45 industry events across Canada in 2015-2016. Of note, the CMF reached out to the business community by presenting a keynote luncheon on the economic impact of the audiovisual industry before the Economic Club of Canada in Toronto, Ottawa and Vancouver resulting in exposure before a total of 235 business and industry professionals as well as journalists from The Hill Times, The Globe and Mail and Canadian Press.
The CMF conveyed key messages at red carpet screenings of Canadian productions at the following regional events: Hyena Road at the Atlantic Film Festival, Halifax and at a Winnipeg screening; Two For One at Available Light Film Festival in Whitehorse and Brooklyn at the Vancouver International Film Festival where CMF worked with festival organizers to feature a Canadian coproduction on opening night.
Work continued to promote Canadian content through the Eye on Canada initiative by way of social media engagement and increasing the scope of the Eye on Canada website.
The CMF actively participated in the Screen Industries Council, an industry-wide initiative to demonstrate that Canada’s screen based industry promotes innovation, creates value, increases Canada’s economic impact and fosters social well-being and our national identity.
The CMF also implemented a targeted information and communications strategy targeting the Government of Canada in light of the changed makeup of Parliament since the last federal election. The CMF created several opportunities to relay the critical importance of the audiovisual industry we work with and support to elected officials and high-ranking staff.