Promotion

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 partnered with 63 industry events and contributed to an additional 36 industry events in Canada and internationally. This resulted in 96 speaking opportunities before targeted audiences of industry professionals, government representatives and business leaders. 

The CMF hosted its second annual Showcase in Ottawa to promote and familiarize parliamentarians and government officials to the organization’s funded content and efforts towards the advancement of the Canadian content industry. The event brought together Sean Casey, MP, and Parliamentary Secretary to the Minister of Canadian Heritage; 37 of her parliamentary colleagues, including several Ministers and Parliamentary Secretaries; the on- and off-screen talent behind several Canadian productions; as well as audiovisual industry leaders and members of the public service totalling some 300 guests.

Partnerships and speaking opportunities aligned with the CMF’s objectives of promoting Canadian content, featuring Canada as a partner of choice for coproductions, disseminating industry intelligence and leveraging CMF funding by securing matching fund programs with other countries. 

The CMF’s engagement at international events such as MIPTV, MIPCOM, MIPDOC, MIPJunior (Cannes), Annecy International Animation Film Festival, Sunny Side of the Doc (La Rochelle), Digility (Cologne), Transatlantic Partners (Berlin), Bogota Audiovisual Market, Galway Film Festival, Durban Film Festival, Gamescon (Cologne), Venice Production Bridge, Los Cabos International Film Festival, CoPro 19 (Tel Aviv), St. Petersburg International Cultural Forum, Guangzhou International Documentary Film Festival, Kidscreen (Miami), Berlinale and Luxembourg City Film Festival fostered opportunities to promote Canadian content, position Canada as a coproduction partner of choice, and develop coproduction agreements with select funding agencies in other markets. 

Encore+, the CMF’s YouTube channel for iconic Canadian films and television programs, was launched to critical acclaim. From launch on November 7, 2017 to the end of the fiscal year, the channel had garnered 17,500  subscribers and 2.3M views. Discussions were undertaken with Google Canada, industry partners, service providers, rights’ holders, as well as Canada’s film and television producers, unions and guilds, to ensure the project’s longevity.

A public-facing, branding and marketing strategy was developed to promote Canadian content at home and in international markets. The campaign is scheduled for launch in 2018-2019.