A senior Australian advertising executive says the Federal Government's campaign to promote its workplace changes is the most costly in Australian history. Harold Mitchell from Mitchell and Partners says the Howard Government spent $26 million on TV advertising in October. The figure is more than any other entity including retailing giant Coles Myer. In October, 11,000 commercials were part of the campaign to sell its industrial relations reforms. Mr Mitchell said he could not recall a larger single monthly spending spree in Australian advertising history. "There's never been a campaign in history as big as that," he said. "It followed of course the ACTU campaign which was something like, maybe one fifth of that size." He said the Government was the second biggest advertiser in Australia this year, having spent an estimated $ 117 million from January to the end of October. Only the supermarket and department store group Coles Myer has spent more in the same period – $156 million. Coles Myer spent $19 million last month. At the current rate spending will overtake the record $211 million spent selling the GST over four years, and leaves all Australian company spending on advertising in the shade. The Government has earmarked $ 55 million to the industrial relations campaign.
A senior Australian advertising executive says the Federal Government's campaign to promote its workplace changes is the most costly in Australian history. Harold Mitchell from Mitchell and Partners says the Howard Government spent $26 million on TV advertising in October. The figure is more than any other entity including retailing giant Coles Myer. In October, 11,000 commercials were part of the campaign to sell its Industrial Relations (IR) reforms. Mr Mitchell said he could not recall a larger single monthly spending spree in Australian advertising history. "There's never been a campaign in history as big as that," he said. "It followed of course the ACTU campaign which was something like, maybe one fifth of that size." He said the Government was the second biggest advertiser in Australia this year, having spent an estimated $ 117 million from January to the end of October. Only the supermarket and department store group Coles Myer has spent more in the same period – $156 million. Coles Myer spent $19 million last month. At the current rate spending will overtake the record $211 million spent selling the Goods and Services Tax (GST) over four years, and leaves all Australian company spending on advertising in the shade. The Government has earmarked $ 55 million to the IR campaign.
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$26 million on TV advertising in October. The figure is more than any other entity including retailing giant Coles Myer. In October, 11,000 commercials were part of the campaign to sell its industrial relations reforms. Mr Mitchell said he could not recall a larger single monthly spending spree in Australian advertising history. "There's never been a campaign in history as big as that," he said. "It followed of course the ACTU campaign which was something like, maybe one fifth of that size." He said the Government was the second biggest advertiser in Australia this year, having spent an estimated $
$26 million on TV advertising in October. The figure is more than any other entity including retailing giant Coles Myer. In October, 11,000 commercials were part of the campaign to sell its Industrial Relations (IR) reforms. Mr Mitchell said he could not recall a larger single monthly spending spree in Australian advertising history. "There's never been a campaign in history as big as that," he said. "It followed of course the ACTU campaign which was something like, maybe one fifth of that size." He said the Government was the second biggest advertiser in Australia this year, having spent an estimated $
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$211 million spent selling the GST over four years, and leaves all Australian company spending on advertising in the shade. The Government has earmarked $
$211 million spent selling the Goods and Services Tax (GST) over four years, and leaves all Australian company spending on advertising in the shade. The Government has earmarked $
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industrial relations
IR