Scale your brand shoots—choose European locales that deliver on budget, logistics, and crew availability.
Europe remains a top choice for global content production thanks to its robust infrastructure, skilled talent base, and increasingly competitive incentive schemes. As incentives evolve and new countries raise participation requirements, marketing and brand teams must weigh more than just a “percent rebate” when choosing a filming location.
Below is a refined framework and updated overview tailored for corporate content teams, helping you identify European destinations with strong crew pools.
Incentive Program Types
Before diving into specific countries, let’s clarify the types of incentives your budget may encounter.
- Cash Rebate (Grant-style): Government pays back a portion of qualifying spend, without requiring a traditional tax returns.
- Refundable Tax Credit: You claim it through a tax return, and even if you owe little tax, you may receive a payable credit.
- Transferable Tax Credit: You earn a tax credit that can be sold or assigned to a third party (often relevant for large studio productions).
- Non-Refundable / Non-Transferable Credit: You can use it to offset tax liability over time, but it cannot be transferred or liquidated.
When you’re a marketing team producing multiplatform campaigns, the key is to map how much of your local spend counts, how fast you’ll receive the rebate, and whether your shoot fits the “qualifying expenditure” definitions (which vary by country).
European Markets Worth Considering (Corporate Content-Friendly)
Here are key countries to watch, with up-to-date incentive information. Always verify current terms before budgeting.
Ireland
- Incentive: Up to 32% tax credit on qualifying Irish expenditure for film/TV/animation currently, plus new initiatives for unscripted/brand content. Screen Ireland
- Considerations: Corporate brand shoots will still need to verify eligibility, but the ecosystem is well-suited for English-native communication.
Czech Republic
- Incentive: Cash rebate increasing to 25-35% for projects registered January 2025 onward.
- Benefit: Lower cost of living/crew rates compared to some Western European markets.
- For brand shoots and multi-market campaigns, Czech Republic offers a strong mix of rebate, plus an established crew base. filmcommission.cz
United Kingdom
- Under the AudioVisual Expenditure Credit (AVEC), film productions can access up to 25.5% or higher relief; from April 2025, VFX costs receive an elevated rate 29.25%. britishfilmcommission.org.uk
- Minimum core UK spend thresholds apply; cultural / co-production rules still relevant.
- If your brand campaign includes high-end post-production or VFX, the UK remains highly competitive.
Netherlands
- The Netherlands Film Production Incentive offers up to 35% cash rebate for productions spending locally. filmfonds.nl
- Application rounds and caps apply; check staff and spend eligibility early.
- Ideal for companies seeking a Western-EU base with strong crew options and rebate support.
Basque Country (Spain)
- Notable new offering: since January 1, 2023, up to 60% rebate for productions where more than 50% of costs are incurred locally. Screen Daily
- This higher rate is region-specific and includes local requirements (equipment, studio use, crew).
- If your brand campaign allows for regional flexibility, this could be a very cost-effective location.
Choosing the Right Location for Marketing Teams
When your objective is branded content, event recaps, or client-success story production (and not a feature film), evaluate potential locations using this tailored checklist:
- Timeline & speed: How fast can permits be granted and crews mobilized?
- Crew experience & availability: Is the team experienced in working with global brands and commercial timelines?
- Post-production readiness: For corporate content that launches immediately like event recap videos, having in-house editing services is a plus.
- Budget clarity: What portion of your local spend is eligible for rebate/credit? How reliable and timely is the payout?
- Sustainability and travel constraints: Using local crews and reducing flights lowers costs and supports corporate sustainability goals.
Final Take
- Incentive rebate percentages can be significant, but only as one part of the equation.
- For brand-driven production teams, the execution reality (crew, timeline, post-production) often defines cost-effectiveness more than the rebate headline.
- Europe offers world-class value — just ensure your selection criteria include infrastructure, speed, and creative alignment.
At Global Media Desk, we help marketing teams navigate this complexity: we analyze locations, match local production crews with your brand standards, and align budget and creative strategies with operational logistics.