Australia's National Local Government Newspaper Online

Councils feature in campaign to boost Active Australia

An extensive Active Australia promotional campaign to support the sport and recreation industry and to help build on the legacy of the Sydney Olympics has started. The year 2000 presents the sport and recreation sectors with possibly their best ever marketing opportunity to capture and retain public interest.

A three stage Active Australia promotional campaign will help maximise this opportunity. The second stage of the campaign involves many Local Government authorities.

Stage 1 &emdash; Industry focus, June to September 2000

The first stage of the campaign runs from June to September 2000 and targets the sport and physical activity industry at all levels, from national agencies to community based clubs and organisations.

The campaign aims to encourage clubs and organisations to join the Active Australia Provider Network to prepare for the post Olympic period when there is increased interest, enthusiasm and motivation to participate in sport and physical activity.

Advertising is currently appearing in many sport, fitness, outdoor recreation and community recreation publications as well as in metropolitan newspapers, and will be complemented by an advertorial program. See adjacent ad.

The ads encourage clubs and organisations to call 1800 000 685 for a free video about the experiences of local clubs and organisations that have become members of the Active Australia Provider Network. A brochure on how to join the network is also available.

In addition to advertising and advertorial, a brochure is being developed for state departments of sport and recreation to distribute to clubs and organisations. The brochure encourages clubs to reflect on how they can best capitalise on the Olympics.

By joining Active Australia, clubs and organisations will be better placed to maximise marketing benefits from Active Australia Day and the post Olympics promotional campaign.

Stage 2 &emdash; Active Australia Day Council focus, 29 October 2000

The second stage involves launching and promoting Active Australia Day, which will take place on Sunday, 29 October. The Day will involve around 70 local Councils and more than half a million participants. It will be a national call to action for all Australians to participate more in sport and physical activity.

Many local Councils and community based clubs and organisations, which are part of the Active Australia Network, will support the Day.

It will provide a focused opportunity for Councils, clubs and organisations to promote themselves in their community. Promotion for the Day will include a national launch at Parliament House, television advertising and other public relations opportunities.

Stage 3 &emdash; Public information focus, October 2000 to April 2001

The third stage involves a promotional program to get people to join a club or organisation, especially one that is a member of the Active Australia Network.

The program, which includes some television advertising, promotes the fun and enjoyment aspects of participating with friends in a structured, club environment. A television advertisement is being produced and will be used as a 'community service announcement'. The advertisement will be used from October 2000 to April 2001.

To support all three elements of the communications campaign, Active Australia has redesigned its popular Activate magazine (distribution 23,000) and revamped its web site at www.activeaustralia.org

The communications campaign will be federally funded through the Australian Sports Commission.

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