By Sarah Falson

GOLD COAST: In an attempt to increase awareness and align itself with ‘youth’ culture, Hisense acted as the ‘presentation partner’ for the Inside Film (IF) Awards at the Gold Coast earlier this month.

The annual film industry event was held at the Gold Coast Convention Centre on Friday 17th September, and was broadcast live on SBS and repeated on Foxtel.

Melbourne-based Hisense, which distributes Chinese-made household appliances, telecommunication and information products including air conditioners, mobile phones, televisions and refrigerators, sponsored the event as part of its global growth strategy, according to Hisense general manager, Tania Garonzi.

“We believe it is important to support industries and events which champion local creativity and talent. The demographic of those who enjoy films is both vast and dynamic and therefore Hisense sees a great fit with our youthful new brand in the Australian Market. As a leading Chinese consumer electronics manufacturer, we see a close synergy with the entertainment industry as a whole,” she said.

According to the IF Awards website, the event is the people’s choice awards for Australian films and celebrates Australian creative talent. 

“The [event] creates a unique dialogue between Australian filmmakers and their audience, and supports and promotes Australian cinema and invigorates a national screen culture,” the website says.

Hisense’s Garonzi believes it is beneficial for her brand to be prominent in the film industry’s public eye, as well as visible to the general public and viewers of SBS and Foxtel television.

“The Hisense brand received terrific verbal recognition on the night and was well positioned among the other prestigious sponsors of the awards ceremony,” she said.

Hisense also contributed to the IF Awards showbags, which were given to each attendee on the night. Staff from the company also attended the event and hosted a table of guests including managers and partners from The Good Guys and JB HiFi.

A Hisense 42-inch LCD television was given-out as a lucky door prize.

“It was a wonderful, fun night and Hisense is very pleased to be associated with Inside Film. There are so many good-quality Australian movies that simply do not get the recognition they deserve,” said Garonzi.