Marketing Objectives for the Hobart City Council:
1. Promote the Hobart lifestyle, economy and the place to the people of Tasmania to influence their decisions as residents and how they plan to enjoy what Hobart has to offer.
2. Develop strategies for the attraction of visitors to Hobart and promote a greater Hobart visitor experience to increase visitor nights and spend.
3. Promote the potential of Hobart to businesses and investors to attract their interest in Hobart as a place to do business and invest.
4. HCC adopts a leadership position in the governance and support of Hobart.
Personal Opinion
I'm not 100% sold on the slogan 'The way life should be'. To me the slogan sets up a certain standard for the city of Hobart, having to live up to some sort of expectation. The logo itself looks too relaxed and tacky, the city deserves a much higher standard than the impression it gives. The colour choices confuse me- orange?? I quite like the font for the slogan, however in my opinion the Hobart font lets the logo down. A slightly stronger corporate font or possibly in capitals?
City of Melbourne
Betta Milk Marketing Campaign
Engaging the community. (Betta Milk Home Page: http://www.bettamilk.com.au/)
Betta Milk uses newspapers to drive Affinity and reinforce their Tasmanian roots.
Combining the regional targeting of newspapers and the strategic role of Affinity, this press advertisement rallies the locals to celebrate the milk’s rich Tasmanian heritage, and in the process, strengthen the emotional connection between consumers and the brand.
In March this year, Betta Milk ran a brand building campaign that engaged the local community as well as reinforced the milk’s regional roots.
The campaign, in the form of a competition, asked locals to come up with slogans that identified the milk as being Tasmanian. Winners got their captions and photos printed on milk cartons, while the campaign extended its reach by printing the submissions in metropolitan newspapers for a sizeable chunk of Tasmanians to see.
Affinity advertising gives people a good feeling about a brand, store, issue or cause. See 2009's strongest performers in this role.
Affinity advertising establishes emotional connections by mirroring the values or aspirations of readers.
How consumers respond
Affinity advertising brings consumers closer to your brand by eliciting instinctive reactions that create personal identification or a sense of belonging.
The four ads below all connect strongly with consumers, for quite different reasons.
Both Mars and Kit Kat use a straightforward approach using the strength of their brand and pack recognition to deliver their respective messages, and in the process give people a good feeling about their brands.
However lesser known or new brands, such as Abbott's Village Bakery, using back-to-basics heritage cues, connect pwerfully with consumers, while long standing brands such as Dairy Farmers can use a quite simple and direct approach in line with its traditional values to build a new variant.
All four ads perform significantly above the All Newspaper Norm, demonstrating how both established and new advertisers can effectively connect emotional with consumers.
Why put it in a newspaper?
Readers have highly personal relationships with newspapers, with the act of reading newspapers often described as being 'my space'*. As a result, newspapers provide the ideal platform for advertisers who increasingly want to communicate ideas in more personal ways.
Newspapers have their own distinct identities and offer a range of sections that reflect the passions and interests of readers. Advertising can tap into a reader's mindset and thought processes through relevant environments when they're actively searching for information.
Learn more about Role Map, one of The Newspaper Works' proprietary measures.
* Refer to Newspapers Today.
Download the presentation below on the strategic role of Affinity, including Role Map measures for newspaper ads featured in this article.
Case Studies
Like to know how other advertisers have applied this strategic role to newspaper advertising? View the case studies below.
Samsung U700 Mobile (AU): Placement in the Fashion & Entertainment section of the newspaper helped trend setter consumers bond with the stylish mobile handset.
Colonial First State (AU): Newspapers were the main vehicle used to promote sponsorship of the Sports Performer Awards, where they aligned their values to those of highly performing athletes who strive for competitive excellence.
Felix Cat Food (UK): Cheeky, loveable newspaper ads helped consumers build an emotional link with Felix, saving the product from being de-listed.
(Retrieved 26th April 2011 from
http://www.thenewspaperworks.com.au/go/news/affinity)
Futago is a small, multi-disciplinary design studio. Our team has expertise across a number of disciplines including architecture, lighting design, fine art, graphic design and project management. These skills combined with our philosophy of working in collaboration allows us to realise unique ideas through print, web, environmental design or public art. Some of our clients include; The Agrarian Kitchen, Hobart City Council, Sustainable Living Tasmania and Tasmanian Government departments.
Battery Point Sculpture Trail
CLIENT: Parks Department, Hobart City Council
PROJECT: Battery Point Sculpture Trail
PHOTOGRAPHER: Jonathan Wherrett
BRIEF:This project was a collaboration between Futago, artist Judith Abell and writer Chris Viney. We were commissioned by Hobart City Council to develop an interpretive trail that explores and communicates the history of Battery Point. The outcome is nine unique sculptures dotted along the waterfront of this historic suburb. Each sculpture is a large number relating to a fact about its location, each fact, along with other information is explained by interpretive panels integrated into the sculptures, directional markers guide you throughout the hour long walk.
Battery Point Sculpture Trail
PROJECT: Battery Point Sculpture Trail
PHOTOGRAPHER: Jonathan Wherrett
BRIEF:This project was a collaboration between Futago, artist Judith Abell and writer Chris Viney. We were commissioned by Hobart City Council to develop an interpretive trail that explores and communicates the history of Battery Point. The outcome is nine unique sculptures dotted along the waterfront of this historic suburb. Each sculpture is a large number relating to a fact about its location, each fact, along with other information is explained by interpretive panels integrated into the sculptures, directional markers guide you throughout the hour long walk.
