Winning Filmmaker to Receive Trip to Australia and Have Film Air on IFC
Tourism Australia Joins IFC's Slate of Unique Client Partnerships
New York, NY, September 25, 2006 – IFC announced today that it has joined forces with Tourism Australia in a unique partnership aimed to inspire Australia advocacy and further empower independent filmmakers nationwide. The partnership kicks off this Fall with an integrative Australian short film contest "Shorts Down Under" online at ifc.com/medialab; continues in January with events in Los Angeles and New York celebrating Australians in film and awarding the winners of the contest; and culminates in March 2007 with on-air festival "Aussie Weekend" on IFC. Tourism Australia joins IFC's growing list of unique integrated partnerships which includes such clients as Acura, Heineken, Red Bull, Target, Volkswagen and [yellow tail].
"IFC's business model offers our partners innovative and non-traditional avenues to effectively reach consumers without being 'in your face', and provides a valuable source of revenue for the commercial-free network," said Evan Shapiro, Executive Vice President and General Manager for IFC. "We love that this contest empowers filmmakers of all levels to get creative. When we launched Media Lab earlier this year, our mission was to provide a home and a voice for new, original filmmakers all across the country and showcase great content that might not otherwise get seen. This partnership furthers that mission, and we're excited to be working with Tourism Australia."
Michael Londregan Vice President, The Americas Tourism Australia added: "Tourism Australia's primary goal is to engage consumers on a more intimate level and get them personally involved and connected with the travel destination. Partnering with IFC and establishing the 'Shorts Down Under' contest – which is all about consumer-controlled content – allows us to deliver on that goal."
Now through the end of November, online viewers will be invited to enter the "Shorts Down Under" contest by registering and uploading their Australia-inspired short films at www.ifc.com/medialab. Filmmakers must include the campaign's tagline: "So Where the Bloody Hell Are You?" in the short and will be encouraged to incorporate footage provided by Tourism Australia. IFC and Tourism Australia will appoint a judging panel of high profile members to ensure that the entries meet format and content expectations. The panel will select a list of top films to be posted online for viewers to vote on the winning film. The top five films will be highlighted at a New York event in January and will air during IFC's "Aussie Weekend" in March 2007. The winner will also be announced at the New York event and will receive a round trip to Australia to film a travel log to air on IFC.
G'Day USA: Australia Week events–
Los Angeles – January 13th
As part of L.A.'s annual Australia Week, IFC will have a branded VIP Lounge at Tourism Australia's "G'Day L.A." black tie gala. From the branded lounge, IFC will interview talent and produce an IFC News piece with clips from the event to air on the network and IFC.com.
New York – January 18th
The finalists and winner of the "Shorts Down Under" contest will be presented at an evening event at the IFC Center in New York on January 18th also held during "G'Day NY". A cocktail party will follow the presentation and screening of the finalist films.
"Aussie Weekend" on IFC, March 07-
In March '07, IFC will air an Aussie weekend which will include a marathon of Australian films such as: Danny Deckchair, Hard Word, Garage Days, Last Days of Chez Nous, Proof, and Muriel's Wedding. In addition, the winning film from the "Shorts Down Under" contest will air on the network unrestrained, unfiltered and absolutely uncut. The weekend will be promoted on air and online, branded to Tourism Australia.
IFC's Media Lab was launched in February 2006 as an integrated program offering filmmakers a destination for posting their independent films online where viewers can watch and vote on those films. Media Lab was developed by IFC in direct response to the increasing amount of video content being produced by undiscovered talent around the country who lack a voice or platform to showcase their work. The program is designed to establish a community for independent filmmakers of all levels while empowering audiences to self-program: watch what they want, when they want it.
Tourism Australia joins IFC's growing list of integrated partnerships. IFC created its Integrated Partnerships department in 2005 to accommodate the network's growing number of unique client sponsorships. The department has since increased traction significantly by enhancing its current partnerships while also attracting new sponsors who have expressed interest in sponsoring content on the network to reach IFC's core audience. IFC is a leader in the independent film community and appeals to young, male, tech-savvy, early adaptors, in the coveted 18-49 demographic.
About Tourism Australia
Tourism Australia is the Australian Federal Government statutory authority responsible for international and domestic tourism marketing as well as the delivery of research and forecasts for the sector. Tourism Australia was established on 1 July 2004, bringing together the collective skills and knowledge of four separate organisations: the Australian Tourist Commission; See Australia; the Bureau of Tourism Research and Tourism Forecasting Council.
About IFC Television
The Independent Film Channel (IFC) is the first and most widely distributed network dedicated to independent film 24 hours a day, uncut and commercial free.
The Independent Film Channel is a part of IFC Companies, which has established itself as the future of independent film. With the television network, as well as a film distribution and production unit and a VOD service, IFC Companies has created over the course of the past decade a revolutionary end-to-end business model and brand that focuses on developing and nurturing talent and maximizing the value of independent film. IFC Companies uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC Companies is a division of Rainbow Media Holdings, LLC.