Home' InDaily : October 30th 2009 Contents October 30 - November 5, 2009
28 media & marketing
Joining the usual favourites, Adelaide's
much anticipated panda visitors will
be featured on a new float at this year's
Credit Unions Christmas Pageant. Amber and
Murray Van, of Hoo Roo Studios, created the
concept and featured their illustration at the
recent Illuminated Illustrators Exhibition.
Last week they saw their concept come to
life as the pageant team unveiled the float
featuring panda's Wang Wang and Funi.
Pageant creative director and event man-
ager Brian Gilbertson said: "with a bright,
typically Australian summer design, the Wang
Wang and Funi float will be a fabulous addition
to this year's float line-up".
Credit Union Pageant Company chairman
Peter Evers was equally enthusiastic about
the inclusion, and said: "This is an important
partnership for the iconic South Australian
event as the giant pandas -- our newly adopted
state icons -- will be part of the event for the
next 10 years."
The Vans said creating the design was not
without its challenges as they were required to
use existing panda models.
"The original idea was for something with
hills and bamboo but our concept was to let
the pandas experience our Australian culture,
since they are here on holidays," he joked.
The end result was a real team effort with
Kim Martin and Quentin Gore, of Martins
Integrated, also involved in presenting the
concept to Zoos SA.
This weekend sees the launch of
the final, well final for the time
being, of the free-to-air digital
TV channels with 7TWO hitting the
waves at midnight on Saturday.
The launch of 7TWO completes
a year which has seen three new
stations launch in the free-to-air
market place. If the success of the
first two are anything to go by, we
are going to see some reasonable
numbers coming in against this
Ten's ONE HD and Nine's Go!
have exceeded some industry
expectations. In the case of Go!,
even the Nine Network has been
surprised by the performance of
some programs and time zones.
Seven's approach has been
a little different to the current
offerings. It is planning to heavily
cross-promote the brands to max-
imise the potential audience appeal
and minimise the cannibalisation
of any existing network audience.
The choice of the name 7TWO is
a clear indication that the network
intends to leverage the power
and trust of the existing 7 brand.
7 TWO will schedule "counter-
programming'' based on existing
output deals and local productions
against the main channel. This
means that if Desperate Housewives
and Brothers and Sisters is on the
main channel, expect Family Guy
and Ultimate Cage Fighting on the
This sort of program model is
reminiscent of my days in New
Zealand where the government-
owned channels, TV1 and TV2,
were programmed in a similar
fashion. It took the new channel
introduced there in the late
1980s some time to gain a sizable
foothold, so it is reasonable to
expect that this style of program-
ming may be successful for Seven.
The network has also introduced
themed evenings in prime time
with Movie Night, Murder Mystery
Night, Action Night over two
nights and a Lifestyle Night all
designed, I guess, to create habitual
viewing for genre-based audiences.
From an advertiser's point of
view, like the other HD stations,
local state-by-state buying will
be available, which has a strong
appeal especially for Adelaide mar-
keters wanting the opportunities
of STV style of advertising without
all the wastage in a national buy.
7TWO is offering a launch
partners program designed to lock
in revenue over the first 12 months
as well as provide high-profile
advertisers with the opportunity to
fully capitalise on access to on-air
integration, catch up TV and co-op
Indications are that there will be
reduced content on 7TWO and that
specific program spot buying will
be replaced by session placement
based on a cost per audience (CPM
or CPT) model. What it really
means is that TV buying, once
again, is becoming more complex.
As TV audiences are spread
across more stations, getting to
them is going to be more difficult.
The big winner, of course, will be
the viewers who will have more
choice and a great opportunity
to turn on their TV and watch a
program they really want rather
than what is simply available.
So now we have 10 free-to-air
stations in every mainland capital.
But wait there's more ... at Ten's
2010 program launch in Adelaide
this week, CEO Grant Blackley
announced that it is ready to
launch its third channel within
the next 12 months. Stand by: 10
stations could be 15 in no time at
Gary Jaffer is GM of OMD
My favourite town in South
Australia is Orroroo, a
charming community about
600km north of Adelaide.
Not only is it the perfect pit stop
en route to the northern Flinders,
but it offers strong coffee and the
cleanest public toilets in the state.
In fact, I have it on good authority
that the walls of the women's
toilets in Orroroo are graced with
"thank you" notes from grateful
patrons for its hygienic state. It also
offers a list of 10 things to do in the
What I love about travelling
around SA is the great places you
discover by chance: The Crystal
Brook bakery; Quandong pies at
the Wild Lime Cafe at Blinman;
a Fargher lager at Parachilna's
Prairie Hotel. Although the Wild
Lime and the Prairie both have
admirable websites, the same
cannot be said about communities
such as Blinman or Parachilna.
While these towns can be found
on the web, scattered across a
mixture of local government and
travel information websites, they
and other South Australian gems
are missing out on the opportuni-
ties offered by the web.
If you type www.blinman.
com.au in your browser, you get
an error message. If you type in
www.parachilna.com.au, you get
redirected to www.parachilna.
com, which is a site for Parachilna
Computer Services. However, if you
type in www.orroroo.com, you are
immediately redirected to www.
orroroo.com.au which is the digital
equivalent to the "10 things to do in
Orroroo" at the town's ladies' loo.
The website welcomes visitors
with the cheeky tagline: "Orroroo:
Conservative, boring and shy -- do
Orroroo registered its www.
orroroo.com URL many years ago,
publishing council minutes, details
of infant tourism enterprises and
even a guestbook for sharing com-
ments. Although that first iteration
of the website "faded away", it has
been rebranded and relaunched as
Local web developer Tim Froling,
who released the new website as a
labour of love about three weeks
ago, is encouraged by initial inter-
est, which includes reports about
the Mid North Art Exhibition.
The simple, eye-catching site
boasts support for a plethora of social
networking tools such as Facebook,
MySpace, Google and Twitter.
Also, its admittedly thinly
populated calendar of events tells
you that the 57th Carrieton Rodeo --
just 30km up the road -- will be held
on Sunday, December 27.
Although the website has a way to
go, Orroroo is on to a good concept:
The town is actively promoting
itself as a brand on the web.
As well as the potential to attract
more visitors to the town, the
website ensures that those who do
turn up can take full advantage of
what it has to offer.
If the community gets behind its
website as enthusiastically as it has
with the main street, then Orroroo
will set a great example for the
other "hidden gem" towns in SA.
John Harris is managing
director of Impress Media Australia.
loo to the web
Compiled by email@example.com. Sputnik manages Out of This World creative consultancy
Pandas on parade
Local jewellery brand Gerard
McCabe has launched a campaign
through Jarvis Marketing.
The concept was to cap-
ture a selection of "at last"
moments in a women's
life and the campaign is
spearheaded by a new TV
commercial and national
magazine ads in high-end
titles, including Harpers
Bazaar, Madison and Wish.
There's also a new
catalogue due in early
December which Mark
Elsdon, Jarvis Marketing MD, says
"will set new standards for jewellery
stores in this market".
Elsdon was full of praise for
Gerard McCabe, which supported
them by steering clear of what is
seen as the usual retail tactics in
this market. "There's not a 50 per
cent discount, star burst
or cheap jewellery shot in
sight," he said.
"It's great that Gerard
and his team have the
confidence to lift the bar
and showcase their unique
style to the public. Our job
is to let a few more people in
on the secret of this iconic
Gerard McCabe has two
stores, including the new Adelaide
Arcade store, featuring an interac-
tive diamond floor that utilises
technology not previously seen in
Thanks to automatic spell check
and internet abbreviations, we
may well be in the illiterate age,
but one local design company is on
a mission to improve everyone's
Award-winning design house
Voice has just launched the second
edition of its popular Type it Write
Voice's Scott Carslake said the
book was first published in 2003
after the organisation was continu-
ally frustrated at the repetitious
process of proofing and editing
"As designers, editing was not
our primary skill and we thought
if copy could be prepared correctly
in the first place it would save us
and our clients a lot of time," he
The result was the Type it Write
book that quickly sold out. An
improved second edition has been
While most copies were sold
in Australia, Carslake said some
made their way overseas and
the feedback has been universal.
"Customers loved the book. It
gave them an easy reference when
"Word-of-mouth spread rela-
tively fast and we sold out without
ever advertising it."
As for why such an award-
winning design company would do
a book on punctuation rather than
design, Carslake explained: "It's a
lot easier and a great challenge --
there can't be any mistakes."
For your own dose of punc-
tuation salvation, you can buy the
book at www.typeitwrite.com.au
Channel mixing: And 7TWO makes 10
McCabe campaign a
sparkler from Jarvis Type it Write returns
The illustrated concept for a new Adelaide Zoo float to feature at this year's Credit Unions Christmas Pageant.
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