New ads to boost Australia's image in the US - Television

Business Asia, Dec, 2002

Australia's growing reputation as an outstanding location for regional headquarters will receive a significant boost next year thanks to a new series of television advertisements being produced by First Charlton Communications.

First Charlton will shortly start work on producing commercials for Axiss Australia for broadcast in the giant United States market. Axiss Australia is the Federal Government appointed body responsible for pushing Australia's credentials as a global financial centre. The TV advertisements will aim to promote Australia as a business friendly destination ideal for American companies wanting to set foot into Asian markets.

The ads will feature Federal Treasurer Peter Costello, as well as other leading finance personalities, spruiking Australia's advantages and strengths. The advertisements will run on leading news network CNBC throughout the US to more than 82 million homes.

Key partner

First Charlton executive producer and creative director Esther Cvejic says the advertisements will project the image that Australia remains the US' key partner in the Asia Pacific region.

"The commercials will be talking directly to the US market's big decision makers, and our message will be that Australia is business friendly and we are doing very well economically," she said.

"We have the confidence that we have the right infrastructure, the right capabilities and the business smarts to be able to target and attract new businesses to our shores."

Cvejic said Australia's key strengths that will be featured include the country's strong and stable economy, advanced IT&T infrastructure, large pool of qualified and multi-lingual professionals, plus a positive way of life.

"Most importantly, we want to say to the US that Australia is your friend from the other side of the world," she said.

Cvejic said the advertisements would have a bright and breezy style--yet still contain the necessary information needed to deliver Australia's message.

Previous success

First Charlton and Cvejic has experienced success in this field before, with the company having already produced a similar campaign for Axiss for broadcast into Asia.

The commercials, which were beamed throughout the region on Bloomberg TV and CNBC Asia last year, also aimed to promote Australia as a leading financial centre. The commercials were well received in the region, prompting Axiss Australia to continue the campaign into the more lucrative American market.

First Charlton's television arm has certainly taken off in 2002, with several large-scale successes notched on its belt.

Apart from the newest Axiss Australia/US campaign, First Charlton has this year completed advertisements for the Australian Tourism Commission, as well as produced television shows for Bloomberg TV.

The Australian Tourism Commission ads, which were initiated and developed by First Charlton, targeted the fast growing business tourism sector in Asia. The commercials featured leading Asian business personalities talking about why Australia was a great destination for business travel and conferences, and were broadcast on CNBC Asia.

First Charlton has also this year produced a series of short, sharp and informative business entertainment shows for Bloomberg TV. Its latest project, titled The Buzz, aims to cover different Asian business themes in an informative and entertaining way. Topics to be covered for the new show, which is being produced for CNBC, include wellness centres, Oriental sports, Asian beach culture and much more.

First Charlton Communications chairman Peter Charlton said with its many successes under its belt, the company was quickly gaining a reputation of being an efficient and cost-effective producer of quality programming.

"The feedback on all our productions have been excellent," he said. "Our clients are extremely happy with the fact that we can mount these impressive productions on time and on budget."

As for the future, Cvejic says First Charlton's burgeoning production division is looking forward to more successes. Projects on the cards include a new series of ads for the Australian Tourism Commission, this time focusing on the European market.