In marketing terms, it is easier to hang off an existing event rather than try and create one. Australia Day is an established public holiday and there is no shortage of advertisers looking at creating an association between their goods and services and this national public holiday.
The hard question to ask is: Should you try and create an association?
There are obvious examples of businesses or services that would NOT benefit from committing resources to an Australia Day advertising campaign – I haven’t searched extensively, but I am pretty sure you will not find an Australia Day advertisement for funeral directors or accountants; there is just no tangible link.
The same applies to your business. It is important to critically look at your offerings and at your customer profiles and make a determination if Australia Day is something that is worthwhile investing coin into.
If you are retailing, there is a fair chance that an association is likely. It’s probably not too difficult to create an angle that ties your business into this event. If this angle increases your sales or advances your branding, then participation justification is relatively straight forward.
If you do proceed, in addition to the normal advertising guidelines, there are a couple of additional important items to consider:
Australia Day can polarise people. Is it the celebration of a new nation or is it the invasion of an old one? Be culturally sensitive.
Australia includes Tasmania; there have numerous instances where poor Tassie has been forgotten (see hat picture above). Avoid geographic or demographic exclusions.
Before you proceed with any campaign, ensure (as best as you can) that it will achieve the campaign goals and desired outcomes. Test your proposed campaign with your family/friends/colleagues/staff/peers. If it doesn’t pass all these tests then best to re-evaluate.
If in doubt, seek professional assistance from organisations like us. We will always be brutally honest if we think you might be sailing close to the wind with a particular advertising path. Better to hear it from us rather than be canned by social, electronic, or print media, or receive a "Please Explain" from the Advertising Standards Bureau (https://adstandards.com.au/) .