A local model management company has surprised critics by taking its new talent search completely online, with "great success".
"When we announced that we were launching the first ever complete online model search contest in SA, our European head office thought it was a mistake," says the New Faces South Africa agency. "However, everyone has been surprised at the outcome."
New Faces South Africa director Paul Reynell says the talent search, the 2004 Clubbers Guide New Faces Model Search, has been held completely online and marketed by online media partners only.
"The model search contest, supported by partners such as Tiscali and iafrica.com, has also managed to secure Revlon as the naming rights sponsor. Together with various other sponsors, there is now a total prize kitty to the value of R250 000, making it not only the first official completely online model search, but also the biggest in value," Reynell says.
The contest has attracted over 100 entries and is now in its second heat of semi-finalists. In two weeks, the public can go online and vote for the 20 finalists, after which a global panel will decide the winners via an online vote.
"Certain parties thought we might face many obstacles by holding a contest of this nature online. As a matter of fact, we have not encountered any obstacles at all," says Reynell.
Reynell is enthusiastic about the effectiveness of the Internet, saying the model search project has grown from a small concept to create brand awareness and scout for talent to a huge campaign, due to the reach of the Web.
"We have made a few mistakes this year, but this was put together in six weeks, and it is usually an eight-week campaign. We never anticipated the Internet would have such huge reach across SA."
Reynell says the Internet is becoming a "vital channel" for the modelling industry.
"It saves time and covers distance. If I look at an agency`s marketing budget, most of it is allocated to directories and the Internet now. Lots of agencies these days even develop their own software and intranets in order to send portfolios immediately when briefs come in online. Whoever views the model book that has been sent, should now be able to get all the info he or she wants within a few clicks."
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