|
In the 19th century, governors of Australia realised their only hope of prosperity was by encouraging free settlers to come over. What comms advice would help them rebrand Australia from penal colony to appealing place to live?
As sponsors of Rewind, Speed Communications have written a blog post with their own suggestions of how to rebrand Australia. Click here to read what advice they would offer.
|
|
I’d recommend first promoting Australia to lonely, single women in oppressive countries with bad weather such as England. For this market, Australia has everything to offer the single woman willing to overlook or even find it a bit thrilling that their potential mate might have committed a felony.
The campaign should target a mix of edgy aristocrats, glamorous stage performers and women who have been disgraced in some 19th century way and are finding it impossible to marry or get respectable employment. After the women arrive and the population develops, Australia can start to promote itself more broadly to people around the world who crave work/life balance, a sunny climate and a culture that is irreverent, a little dangerous and teeming with attractive, unpretentious people.
Sarah Lafferty, Round Earth Consult
Today the public flock to places famous for nice beaches and nasty criminals. Think Dubai, Monte Carlo and the Costa Del Sol. 19th century Australia had it all: sun, sand and gallows-dodging scofflaws.
So sell it as the ultimate gangsta paradise. Show the punters pictures of stretch black horse-drawn carts with bling wheels. Make Dick Turpin a pinup boy, tanned and masked on the beach. Paint the transport ships white and call them ‘yachts’. Moor them in London, Liverpool and Southampton and feature free bubbly, thumping music and scantily clad dancers. Australia would be overpopulated in no time.
Brian Millar, Sense Worldwide
|
|
1. Whilst you should have a majority language and develop the education system accordingly, make the most of the cosmopolitan society. Embrace the different cultures and take the very best from them
2. Promote the natural resources as being able to increase the economy, emphasising help with labour in a population that is used to hard work!
3. Use the topography to show that you can achieve a work hard, play hard society.
4. Think about a smart ‘try before you buy’ scheme for the youngsters called the “working holiday visa”.
Chris Slay, Skills Provision
Let's face it, if the wildlife doesn't murder you in your sleep the criminals probably will. But don't gloss over the fact Oz is more dangerous than a cancer grenade. Flip it. It's a place for rehabilitation. A few weeks of sun and kangaroo and you'll be a different person.
Target choice countries with an advertising campaign. A smiling convict and a cartoon scorpion helping an old woman across the road. Tagline: "Australia. It brings out the best in everyone." Note to cartoonist: convict must not look like he's about to pinch the woman's purse.
Jim Williams, PostcodeAnywhere
And on Twitter...
@markpack: Go with what many people in the UK wanted – huge supply of arable land for poor people. And the Comms medium of choice would be traveller speaking & handing out pamphlets #CommsRewind
|
|
