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'.
No comments:
Post a Comment