Week 4 : Who is the Australian Institute of Sports Target Audience

Week 4 : Who is the Australian Institute of Sports Target Audience and How Will Your Images Help To Attract Them?

The most obvious target audience for the AIS is elite athletes. The images I produce would need to highlight the world class facilities that the AIS offer as well as an inviting environment. The AIS is really for anyone of any age or gender. This is due to the variety of activities that the institute offers. Young kids are encouraged to join holiday and swim programs. The tour groups are directed at people of any age but specifically tourists and school groups.

A lot of their advertisement focus' on young kids and interests them by demonstrating that they can 'feel a part of the action' and get involved. Some of my images may need to display this quality.

The images I will be creating would be designed to attract people of all ages. Interesting, colourful and action packed photographs would help to lure people to visit the AIS to get an inside view into the world of an elite athlete. The current advertising campaigns are all bright and inviting and with minimal processing to create a realistic environment. Stand out colourful images are eye catching for all age groups but in particular the younger age groups where there is a strong focus on holiday programs.

My images would need to portray a friendly but professional atmosphere which is what you would expect from an institution that hosts some of Australia's top athletes. My photographs will continue the current theme of creating visual images that show elite athletes in a high regard as well as the public’s ability to get involved.

Get Involved


Guided Tour


See the Action

Images: http://www.visitcanberra.com.au/en/Things-to-do-and-see/Things-to-do-Search-Results/Business-Details-Page.aspx?ID=9002871&Title=Australian+Institute+of+Sport

Week 3 : Critique of Past and Current Advertising Campaigns

Week 3 : Critique of Past and Current Advertising Campaigns

When the concept for the AIS was first proposed the focus was revolved around creating an institute that is targeted at further developing Australia's elite athletes.

No whilst still maintaining a campaign that is directed at promoting and encouraging elite athletes the main focus is towards the general public to visit the AIS to see where Australia's top athletes train and be apart of the action.

The AIS promotes a live like a champion campaign which encourages the public to visit the AIS for a number of events such as

• Kids Holiday programs



• AIS tours (tour guide by athletes)



• AIS Shop



• Group Stays for Sports teams and business team bonding/building sessions



• Gym & Pool Facilities

The concept promotes a lifestyle of what it is like to be an elite athlete and get a glimpse into Australia's sporting history. At the same time the AIS promotes a healthy lifestyle with kids holiday programs run to educate and encourage kids to get involved and participate in sport and lead a healthy lifestyle.

Images: http://www.ausport.gov.au/ais/visit/shop

The AIS does have quite a commercial aspect, in particular the AIS shop with the slogan 'dress like a champion'. The general aim of this being to promote the gear as the same as what the athletes use in the hope that the public will be inspired to purchase it that way. The tours are another way that the AIS promotes itself and its facilities. The AIS is a national attraction and can be found on the Visit Canberra website:

http://www.visitcanberra.com.au/en/Things-to-do-and-see/National-attractions/Business-Details-Page.aspx?ID=9002871&Title=Australian+Institute+of+Sport




The AIS tours won a Canberra and Capital Tourism Award based on the 'See where Australia's sporting champions live and train' campaign in 2010. This is a clever marketing angle focusing on the concept that you can be aprt of the action. The tour is guided by athletes to give more insight into the institute.

Overall the AIS has a strong and clever advertising campaign with the main focus at getting people into have a look around and they do this by advertising in sauch a way that creates an insight into the lifestyle of an elite athlete or 'champion'.