COMM2411- Assessment 3

Roza Prappas S3280582

Greta Pullen s3287001

Julia Henkel s3287070

Daniella Jong s198716

Zho-E Low s3286233

Melbourne City River Cruises

Melbourne City River Cruisers is a public relations communication artefact; its message

communicates one of romance, nostalgia,

mobility and culture that one can experience in

Melbourne. Easily accessible, it is located at

Southbank adjacent to Flinders Street station.

With the establishment of the city on the Yarra

Banks, the purpose of the Ferry service was to

commute passengers from ships anchored in

Hobson's Bay to Williamstown (Jones, 1981). As

Melbourne expanded along Southbank, and the

popularity of the Ferries expanded to more than just a means of transportation, so did the notion

of an imagined geography and community.

When standing across from Southbank, it is clear to see that the Ferries attract tourists and

locals alike. 'The culture of a city is becoming more and more the business of that city - the basis

of their tourist attractions and their unique competitive edge' (Cited in Fung, 2007). Melbourne's

love affair with food and coffee in its laneway's, migrated across the Yarra to Southbank. The

laneway's have often been described as 'funky', 'european', 'stylish', and 'mysterious'. Places of

enchantment, quaint beauty, cosmopolitism and sophistication (Fung, 2007). The trendy

promenade is filled with cafes, restaurants, shops and hotels (Amor, 2009). "The river has now

become the focus for living and entertainment in the city, a place to see and been seen" (Amor,

2009). Families, couples and friends congregate on a lazy Sunday to stroll and stop for a bite or a

cup of coffee as the River and its Ferries exude and a sense of European culture; leaving its

captive audience with a feeling of belonging.

On the opposite side of Southgate is Flinders Street; the soul of Melbourne's rail system. As

transportation has been vital to the urbanisation and expansion of Melbourne, historically rail and

the ferries played a vital part in keeping the city moving. The population's dependance on them

for mobility was a necessity (Amor, 2009). With these two historically predominant forms of

transportation being located opposite each other, the message that Melbourne is a place of power

resonates strongly to its audience.

Melbourne City River Cruisers works as a public relations communication artefact, because

its message of romance, mobility, power liveability and cosmopolitism, reflects what the city of

Melbourne and its community are about. Even though the ferries were established to purely

commute passengers from one end of town to the the, today the ferries have become an iconic

part of Melbourne. The ferries have become a tourist attraction for both international and local

audiences allowing them to interact and experience Melbourne in an unique way.

References

1. Amor, R. (2009). Explore the Yarra, Tomorrows Graphics: Melbourne.

2. Jones, C. (1981). Ferries on the Yarra, Greenhouse Publications: Melbourne.

3. Fung, P. (2007). The seduction of the laneways: making Melbourne as a "world

city", viewed 15 March 2010,

http:// www.inasa.org/crossings/11_2/index.php?apply=fung.

Portable towed Billboard

This Public Relations communications artefact shows the diverse manners of advertising that

operate in Melbourne’s inner city, as well as the mobility of ad campaigns. In this day and age,

we are receiving and processing information, especially advertisements everywhere and

anywhere. The internet and further technologies have opened the population up to constant

digital information.

As the digital advertising market has expanded,

the physical market has to keep up. This is where

this artefact comes in; with its ability to be moved

and placed in a different atmosphere; its ability to

reach a different target audience every time.

Billboards, especially mobile billboards are

conscious reflections of advertising, marketing

and public relation campaigns. Also billboards

are important to help build brand recognition and

familiarity (Stoops D R & Wolverton M L 2006 p. 11). This poses the effectiveness of billboard

advertising in Melbourne, with it’s increasing market noting that “In recent years, a broader

range of product categories has been advertised on billboards, led by a variety of retail and

service businesses.” (Taylor, Charles R.; Franke, George R.; Bang, Hae-Kyong 2006)

Obviously such an artefact moves frequently, but this was taken on Elizabeth St. The nature of

billboards and where they are placed is to position the information where it is needed. Society

would not function without these tools to convey to the public vital information (Claus J R &

Claus K E 1971 p. 35). Billboards, especially mobile billboards (as the one pictured above) are

conscious reflections of advertising, marketing and public relation campaigns. Also billboards

are important to help build brand recognition and familiarity (Stoops D R & Wolverton M L

2006 p. 11). This poses the effectiveness of billboard advertising in Melbourne, with it’s

increasing market noting that “In recent years, a broader range of product categories has been

advertised on billboards, led by a variety of retail and service businesses.” (Taylor, Charles R.;

Franke, George R.; Bang, Hae-Kyong 2006)

Some questions taken from Use and effectiveness of billboards: perspectives from selective-

perception theory and retail-gravity models:

“1. What are the primary reasons that companies decide to continue using billboards? What is

the relative importance of these reasons?

2. What strategic and executional factors do managers believe are critical to the success of a

billboard campaign?

3. What is the relationship between the reasons for using billboards and the strategic and

executional factors necessary for success?”

Such points are important for insight of the success of the billboard and how not only the

consumer, but the agent, advertiser, or company use this medium, because they are the people

who communicate to Melbourne. This notion connects to the importance of business growth and

recognition.The consumer is then free to interpret the message of such a campaign and be

communicated to. Communication underpins advertising and public relations, expressing the

importance of visual communication (billboards) to making Melbourne what it is.

References

Stoops, D R & Wolverton M L 2006, The Valuation of Billboards, The Appraisal Institute,

Illinois.

Claus J R & Claus K E 1971, Visual Environment, Collier-Macmillan Canada, Canada.

Taylor, Charles R.; Franke, George R.; Bang, Hae-Kyong 2006, Use and effectiveness of

billboards: perspectives from selective-perception theory and retail-gravity models, viewed 15

April 2010, <http://www.accessmylibrary.com/article-1G1-160230681/use-and-effectiveness-

billboards.html>

The Big Issue

“Get your Big Issue – support the homeless and long term unemployed”. This is something

you’re likely to hear when wandering the streets of Melbourne.

‘The Big Issue’ magazine is sold around the Melbourne CBD and is aimed at helping the

homeless or marginalised. Whilst not exclusive to Melbourne, ‘The Big Issue’ is a prominent

magazine on the streets of the city with a distributor on most corners.

Since its launch is 1996, vendors in Australia have sold more than 5 million copies, with almost

$10 million going into the pockets of Australia’s homeless and unemployed.

‘The Big Issue’ is now one of Australia’s leading social enterprises, providing creative solutions

to the issue of homelessness. Melbourne has not ignored its disadvantaged citizens, but rather

embraced “The Big Issue’ as part of its cultural identity.

“Coming Up from the Streets” aptly highlights just how effective media and journalism can be in

aiding a community to tackle a social concern. Using media and journalism to create ‘The Big

Issue’ means it is a resource that has been productively utilised for good rather than for exclusive

profit making.

A report from the Commonwealth Government of Australia gives current government responses

to homelessness within ‘The Homelessness White Paper’.

The White Paper aims to guide homelessness strategies in Australia to the year 2020, recognising

“just maintaining the current effort on homelessness will see an increase in the number of

Australians who are homeless due to the growth in populations at risk of homelessness”

(Commonwealth of Australia, The Road Home: A National Approach to Reducing

Homelessness, Commonwealth of Australia, Canberra, 2008,

p.viii).

Homelessness is often viewed by the community as a removed entity, separate from the ‘norms’

of society. The higher echelon of authority has the task of dealing with the homeless in the

community. It is not dissimilar to the notion of the authorities designing a city from ‘God’s

view’, which is highlighted in Morley’s article on imagined cities. Whilst the Government are

obliged to form a solution to homelessness, they are predominantly removed from the homeless

experience, thus they are creating a solution to an imagined problem.

Perhaps the predicament of homelessness cannot be solved by politicians but by the community

as a whole.

By Melbourne embracing “The Big Issue’, the community is a united front, attempting to close

the gap between differentiating members of socio-economic backgrounds.

Research from ‘The Big Issue’ website shows that vendors have improved living conditions,

more money to spend on non-essential items and increased self-worth.

‘The Big Issue’ is a known business entity, which benefits the citizens of Melbourne whilst

promoting a worthwhile business. Furthermore, the places where vendors are most common is in

the central business district of Melbourne which draws contrast between the high and low end of

business in Melbourne.

‘The Big Issue’ is uplifting for the community of Melbourne as it is engaging its disadvantaged

citizens whilst aiding them financially and mentally to create a more harmonious society.

Reference

The Big Issue Australia Website www.bigissue.org.au

Commonwealth Government of Australia, March2009

“Home Truths: Mental Health, Housing and Homelessness in Australia.”

Mental Health Council of Australia (MHCA), Commonwealth of Australia, 2008

The Road Home: A National Approach to Reducing Homelessness, Commonwealth of

Australia, Canberra, 2008, pp.viii

Tessa Swithinbank, 2001

“Coming Up from the Streets: The Story of The Big Issue” Earthscan Publications Ltd,

London

L’Oreal Melbourne Fashion Festival “Pop Up” runway shows

One of the most highly anticipated events on

Australia’s fashion and events calendar, the

L’Oreal Melbourne Fashion Festival (LMFF)

showcases the best in Australian fashion and

beauty every year in March. This particular

runway show was part of the free “Pop Up”

runway events scattered throughout the city.

As we all may have realized, fashion weeks are major draw cards for many fashion industry

experts from around the globe. Not only do designers and journalists participate, models, buyers

from stores around the world, fashion stylists, celebrities as well as “less important figures, such

as fashion students who exist on the margins of the field” (Entwistle and Rocamora 2006, p737)

all come together for this one week to view what the upcoming trends for the next few seasons

will be and how they will incorporate that into the public. Realising this, LMFF has broken down

the traditional barrier between the fashion pack and the common public by showcasing high-

street fashion at more affordable prices by events such as the ‘Pop Up Runway Show’.

An event such as LMFF brings together a set of fashion-oriented consumer industries, which

“creates a place in which multiple interests are able to build from one another”, thus working

together to strengthen the perceived value of fashionable products “in the eyes of consumer

audiences” (Weller 2007). Not only that, LMFF will attract global attention, therefore not only

benefiting the events and designers only, but also further reinforcing that the city it is held in, is

one that is on par with other ‘world cities’ such as London, New York and Milan, with its

cosmopolitan world-city standards.

L’Oreal Melbourne Fashion Festival director Karen Webster Assaid “festival goers hoped to

provide a more inclusive, celebratory event as a tribute to the public”. Behind this statement is a

tactic that we can detract from. Webster not only hopes to “provide a more inclusive” event, but

in doing so, she would also hope to drive up ticket sales to non-free events therefore, also

boosting the sales of each designers items. A reason why this tactic and the ‘Pop Up’ strategy

would be chosen is that it is not only easy for consumers to relate to the theme, but it is also easy

for them to imagine themselves as part of belonging to that culture.

As we can see, LMFF not only showcases what we, as a city, have to offer to the fashion public

and the world, it also shows us that a fashion festival isn’t just a fashion festival, it is an event on

a global scale, cleverly manipulated with free and exclusive events to gain as much media

coverage as possible across all sorts of communication channels in order to increase awareness

of Melbourne city as well as drive tourism dollars up by luring in consumers with our

sophisticated lifestyle and fashion.

References

Entwistle, J and Rocamora, A 2006, ‘The Field of Fashion Materialized: A Study of London

Fashion Week’, Sociology, Vol. 40, pp. 735-751 viewed 6 April 2010, SAGE Journals Online.

Weller, S 2007, ‘Beyond “Global Production Networks”: Australian Fashion Week’s Trans-

sectoral Synergies’, CSES Working Paper No. 33, viewed 7 April 2010, Centre for Strategic

Economic Studies Victoria University.

Holroyd, J 2010, ‘Get Happy: designers look towards brighter year at festival launch’, The Age,

10 February, viewed 7 April 2010, <http://www.theage.com.au/lifestyle/fashion/get-happy-

designers-look-towards-brighter-year-at-festival-launch-20100210-nreu.html>.

Chinatown

Located along Little Bourke Street, Chinatown is one of Melbourne’s popular tourist

destinations, featuring its famous Golden arches, heritage streetscape such as hidden laneways

and Asian groceries and restaurants. With more than 400 businesses ranging from Chinese

herbalist centres, karaoke bars and fashion

boutiques, Chinatown is a robust 24- hour

precinct that appeals to all communities.

Chinatown first started in the 1850s because

of the Gold rush, which prompted many

Chinese immigrants to migrate to Victoria in

the search for their own fortune. Since then,

Chinatown has been preserved and survived

much of the history of Melbourne, such as the

days of ‘Marvellous Melbourne’ in the 1880s

and of the ‘White Australia Policy’ in the 1900s. It is now the longest continuous Chinese

settlement in the Western World. Between Swanston and Spring St, Chinatown is frequented by

locals and tourists, both keen to be part of Melbourne’s multicultural scene.

In major cities, Chinatowns are common, as a manifestation of the cities embracing

multiculturalism. It generates ‘pride of place’, vital and strategic to the flourishing of urban life

and creating a strong sense of identity and belonging for the citizens in the city, especially those

of Chinese background (Jacbos, J. 1995). Spacially, it enables the Chinese community to

creating a meaningful place in the city, giving them ‘a sense of empowerment and citizenship by

giving people a chance to create new places’ (Jacobs, J. 1995).

Deeply rooted in Chinatown is the notion of cultural diversity is integral in a community and

vital to its development. The notion of cultural diversity in society is important in establishing a

universal set of values to enable the community to live in harmony. As a physical place

belonging to the Chinese community, it breeds cultural diversity by attracting locals and tourists

from all around the world. In a city, cultures are inherent in the places we visit, even entering a

different scene, a different environment, one is exposed to diverse city Melbourne is.

Chinatown is also successful business precinct for Melbourne. The vast selection of cuisine and

entertainment at Chinatown offers Melbournians and tourists a different facet to Melbourne. The multiple

restaurants, karaoke bars and more create Chinatown the busy, popular place it is.

Major cities are known for their fashion, food and culture. Food itself plays a major role in self-identity,

especially in the act of dining out. Restaurants, they say, satisfy emotional needs and food is a collective

association for cultural identity. (Kittler, P. & Sucher, K., 2007). Chinatown, known for its cuisine

represents security, familiarity and good memories for the Chinese community in Melbourne. It is true

that food is a way to not only a man’s heart but to everyone. It holds a prominent role in religion and

intercultural influences. Since food and culture are so intertwined, Chinatown incorporates culture and

symbolizes multiculturalism in the city of Melbourne.

References

Jacobs, J. 1995, ìPride of Placeî in Melbourne: Our City, Our Culture, Hyland House Publishing Pty

Ltd, Victoria, pp. 52-55.

Kittler, P. & Sucher, K. 2007, Food and Culture, Cengage Learning, Belmont.

Parekh, B. 2002, ìConceptualizing Human Beingsî in Rethinking Multiculturalism: Cultural Diversity

and Political Theory, Harvard University Press, pp. 114-141.