EUROPEAN SCREEN DESTINATIONS

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The overall purpose of EuroScreen is to maximise the economic synergies between the screen and tourism leading to the sectors’ increased innovation, competitiveness and growth in 8 regions across the EU. It has been demonstrated that the representation of cities and regions in audiovisual media (films, tv series, adverts, internet, etc) is both important in strengthening and sustaining the diversity of different EU states’ culture, and increasingly, having a substantial economic impact on tourism. This is evidenced in a number of case studies and is increasingly recognised in the marketing campaigns of tourist boards around the world. The longest running example in the EU is The Sound of Music. 40 years after the film's release, an estimated 300,000 fans visit Salzburg to see locations from the film. Recent similar successes include Notting Hill, which attracted a huge influx of tourists to London’s Notting Hill & has resulted in the area becoming established as a new ‘must-see’ destination on tourist itineraries. The TV series and film Wallander had a substantial economic effect upon Ystad (Sweden) where it was shot. The number of visitors increased 34% from 08 to 09, tourism turnover increased 50% over 6 years, and a positive impact was experienced upon job creation. This project will address relevant policy makers’ knowledge gap in understanding the screen sector’s economic benefits and positive impact on tourism. It is the result of partners’ discussions on the need to develop clear linkages between the 2 sectors in order to identify potential economic gains and innovative frameworks to support cross sector collaboration between intermediary agencies and businesses. The current lack of effective networking and collaboration between the 2 sectors will be tackled by bringing together 5 regions (London, Ystad, Malaga, Apulia & La Valletta) at the forefront of screen tourism and 3 less-advanced regions (Rzeszow, Bucharest & Maribor). It will be delivered from 2012-14 by lead partner Film London with Ystad City Council & Lund University (Sweden), ProMalaga (Spain), Apulia Film Commission(Italy), Fondazzjoni Temi Zammit(Malta), Bucharest Regional DA*(Romania), Maribor DA*(Slovenia) & Rzeszow Regional DA(Poland). * Development Agency. Collectively the partnership brings together institutions with a strong track record of delivering economic initiatives in support of the screen and tourism sectors and regions with less expertise but significant economic potential. Main activities which will be overseen by the Steering Group will be implemented via 4 Working Groups: Marketing, Promotion and Dissemination; The Baseline Study & Identification of Good Practice; Sharing & Transfer of Good Practice; Impact Measurement Tool. a. Baseline and identification of good practices, including an assessment of any existing impact measurement tools b. Exchange of experiences via a capacity building programme of 19 interregional CONTINUED -

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