Media Campaign Delivery for the UK Global Screen Fund - AWARD

The UK Global Screen Fund is a one year pilot fund designed to boost international development, production and distribution opportunities for the UK's independent screen sector.

The new £7 million fund targets support across the screen sector including film, TV, animation, documentary and interactive narrative games content. Financed by DCMS and administered by the BFI, it is focused on accelerating export growth, boosting revenues to independent UK screen companies, deepening international relationships and increasing reach to new global audiences.

Aimed at boosting the international competitiveness of UK screen content whilst growing the revenue and sustainability of domestic independent businesses, the fund is designed to help develop and produce projects with international appeal, expand the worldwide distribution of UK content and encourage collaboration with international partners.

A key pillar of the UK Global Screen Fund is an international promotional campaign for UK screen content. Informed by newly commissioned audience perception research focusing on key international territories, the campaign will engage global audiences and reflect the extraordinary quality and diversity of screen content coming from the UK. Recognising the vital role of film, TV, animation, documentary and interactive in shaping how the UK is viewed around the world, the activation of this major campaign will showcase independent UK screen content through multi-territory promotion of talent, content, and companies.

Having already commissioned the development of an international brand strategy, alongside audience perception research, the BFI is now seeking to commission an agency to undertake the implementation of an international campaign to promote UK screen content to audiences around the world. Following the delivery of creative assets, the 12-month campaign will focus on the roll out of the new brand strategy through media based activity, working alongside events-based activity (separate Events Campaign tender).

The purpose of this contract is to implement the new brand strategy for promoting UK screen content internationally. The multi-territory promotional and activation campaign will deliver across print, branded spaces, digital and physical channels to promote and showcase the UK screen sector.

The vision for this promotional campaign is to reposition UK screen content on a global stage. It will execute a new and lasting narrative, creating meaning and resonating with consumer audiences to powerfully sell and promote UK content internationally.