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'.

Week 2 : Brief History of the AIS

Week 2 : Brief History of the AIS

Website:
http://www.ausport.gov.au/ais


The AIS is Australia's Elite Sports training facility. It is based in Canberra but has programs that run all throughout Australia. It homes some of Australia's top elite athletes and coaches.

The Institute offers 34 sport programs in 26 sports, with a varying number of scholarships offered annually to Australia’s finest sportsmen and sportswomen. (http://www.ausport.gov.au/ais/about)

The AIS was established on the 25th of January 1980 and opened one year and one day later on the 26th of January 1981. At first it only catered for 8 sports, basketball, gymnastics, netball, soccer, swimming, tennis, track and field and weightlifting. It has been running successfully for thirty one years now.

The need for an Institute of Sport was identified after Australia's poor results at the Olympic games in the 1970's. Australia finished 32nd overall at the Montreal Olympics and with many athletes being forced to train overseas the need for an Institute within Australia was evident.

There is approximately 700 athletes with scholarships at the Institute every year and around 75 top level coaches. The athletes not only have access to top coaching and sporting facilities and equipment but because it is a live in program where athletes live at the Institute education and career planning outside of their chosen sport are a large aspect of what is offered to keep a balanced life style for the athletes.

The AIS has produced some of Australia's top sporting athletes for both able bodied and athletes with a disability. Australia is now a strong contender in the Olympics and even more so in the paralympics. Athletes with disabilities have used the facilities since the AIS was opened but the first scholarship wasn't offered until 1989 to the vision impaired field athlete Russell Short. The AIS now has a strong program for disabled athletes which has been growing and developing strongly and producing great results at the paralympics.

The AIS filed the need to develop Australia as a competitive sporting country and it took a national approach to training Australia's elite athletes and achieved what it was designed to do.

"The AIS is a place where people give of themselves in the pursuit of excellence. Friendship, laughter and tears are all a part of this - it is a place worthy of tradition."

- Martin Roberts


Image: http://www.ausport.gov.au/ais/history

AIS Swimming Pool







Images: http://www.jsblighting.com.au/Projects/AIS-Swimming-Pool.aspx

Week 1 : Introduction

Week 1 : Introduction

This semesters major assessment task will require you to put into practice the skills you will acquire during the technical and practical weekly workshop sessions. You will need to carry out research on your given client which will be used as the basis for your folio proposal and the subsequent production of a folio of 12 images.

My Client: The Australian Institute of Sport