Public Relations

PUBLIC RELATIONS Group members: -

Ash Bowditch: Melbourne’s City Ambassadors

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Elise Green: Melbourne Food & Wine Festival

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Arthur Song: “Secret Melbourne” Facebook/webpage

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Bridget Jones: Melbourne Laneways Brochure

Melbourne ‘City Ambassadors’ Melbourne “City Ambassadors” are volunteers employed by the City of Melbourne, and their main purpose is to inform and direct tourists around the general tourism vicinity of the CBD. The City of Melbourne is responsible for this free tourism service, and also provides two large Melbourne Visitor Booths, which are located at Federation Square and Bourke Street. These information booths work in conjunction with the “City Ambassadors” to provide Melbourne tourists with sufficient access to information about the City.

The City of Melbourne webpage provides information detailing the direct purpose and a thorough explanation of the role of the ‘City Ambassadors’ in The City of Melbourne. Used for tourism purposes, the website is developing the notion of tourism in a city, and the benefits that ‘City Ambassadors’ can bring to people visiting or residing in an urban metropolis. In order to sustain concept behind the ‘City Ambassador’, it is imperative to encourage and understand the ideas that the website is projecting. The secondary source can be depicted as descriptive, as it is doing just this; describing what and who these so-called ‘City Ambassadors’ are.

In Benno Engels journal article, he presents his view on the ‘place marketing of Melbourne’ in the years 1992-1999. The article covers the broad concepts of contemporary urbanization, and how this relates to tourism in any society. It attempts to assess whether the place marketing campaign succeeded, and highlights a number of limitations with this mode of urban marketing. The article develops ideas related to how Melbourne can portray itself as a cultural destination, and also how tourists can

relate to this. An academic audience is clearly addressed in this article, with reference to more historical aspects of the content. In summary, the article can prove to be useful in the more conceptual understanding of the artefact and its place in relation to city branding and promotion.

In Jennifer Craik’s chapter, extracted from ‘Culture in Australia: policies, publics and programs’, she develops ideas revolving around the role of the government in tourist development of a modern city, and also the idea of ‘tourism identity’ and what this means for the city dwellers living in said city. The role of The City of Melbourne in regards to the artefact is key, as the ‘City Ambassador’ is directly employed by this government agency as a communication tool used to promote the city, and aiding in the ‘tourism identity’ of Melbourne. The article harbors an authoritative tone, specifically providing examples of the role of the government in tourism in certain cities across Australia. The notion of ‘tourism identity’ enables the reader to be able to understand the history and cultural, societal and economic motivations behind this blanket term.

Melbourne Food & Wine Festival Now in its 18th year, The Melbourne Food & Wine Festival is a 12 day event held every March showcasing the best of Victoria’s food and wine experiences. The festival boasts over 250 different events with the intent on promoting quality ingredients and produce and celebrating Melbourne’s culinary expertise. The festival positively aids the representation of Melbourne’s cafe, rooftop and laneway culture through events specifically designed to embrace and promote this unique aspect of the CBD area; with cultural significance to Melbourne as a city, as shown by the full support of the State Government, the City of Melbourne and Tourism Victoria.

The event attracts the highest calibre of chefs and food critics alike and is used by the City of Melbourne as a Public Relations tool to illustrate that it’s a cosmopolitan urban city and at the forefront of food and wine internationally. Melbourne is renowned for its diverse culture and The Food & Wine Festival allows an avenue for the city to embrace its multiculturalism, with an array of international cuisines and cooking classes on offer.

Wine festivals held in urban areas (as opposed to rural) attract more media coverage and international recognition (Taylor 2007). This helps Melbourne communicate to the wider public that their food and wine festival is one of the best in the world. This is particularly relevant to the perception of Melbourne as a city, as the festival depicts an atmosphere and ambience, used by Public Relations professionals in an attempt to position Melbourne as a leader in food and culture.

The relationship between visual communication and culture and the degree in which global visual cultures influences ones establishment of visual signals is integral in identifying an artefacts perception within a city. Gwizdalski (2009) discusses global visual culture (visualscape) as physical artefacts connecting people around the world – this is relevant as festivals such as The Food & Wine Festival do allow for this; whilst also discussing the impact of the media and the way in which one will associate artefacts with culture. Without the media (and technologies ability to distribute information internationally with the click of a button) one would not be able to gain an in-depth understanding or feel for culture unless immersed within it; supporting the idea that Melbourne is identifiable due to the festivals it plays host to.

Media release’s generated by the communications team at Melbourne Food and Wine Festival play a key role in attracting attention and stimulating excitement towards the event from the industry and general public alike, giving a preview as to what Melbournians can expect from ‘the best foodie experience on earth’. The descriptive and matter of fact press release portrays Melbourne as a city in a positive light; employing the location of cultural icons such as Federation Square, the Langham Hotel, laneways and rooftops as well as Melbourne’s City Square; suggesting the festival takes reign of Melbourne’s CBD for the 12 day event. It’s useful in the analysis of festivals in regards to Melbournian culture – whilst specific to this festival, the press release suggests that Melbourne is a city full of character and of unique and enchanting events and cultural opportunities.

Melbourne’s Laneways The laneways throughout Melbourne’s city provide its inhabitants with a vast array of unique shops, its characteristic cafes, back-alleys adorned with graffiti, and most

importantly a generous dose of its multiculturalism. The artefact chosen to analyse is the “City Laneways” brochure distributed as a promotional tool for the “That’s Melbourne City” initiative, which is run by the Melbourne City Council. It is a form of public relations aimed at promoting Melbourne as a worldly city based on its unique laneway culture. This brochure is dedicated to the coverage of numerous events that occur within Melbourne’s laneways as well as possible visitor experiences. When someone walks through any of the laneways they experience another side of Melbourne, one that is creative and unique- different from other cities, even different from the main streets of Melbourne.

The brochure promotes the idea that the laneways are not just a place to visit, but to explore. A laneway is portrayed as an environment that intrigues, excites and oozes flair. Fung (2006) argues that laneways pose certain meanings and qualities constructed through the media, in this case public relations- plays a vital part in constructing the meaning of Melbourne’s laneways. Suggestions that the laneways allow you to discover yourself is an idea constructed by the media. Ideas that the laneways are "funky', 'European', 'stylish' and 'mysterious' " (pg 1), are consistent with the way public relations portrays the laneways. The media want to present the laneways in a positive light because it is exciting and a place to explore. It is the media, in this case public relations pushing to have the laneway associated with such a unique culture.

What the laneways represent, and the culture they provide their visitor, often clearly be seen in their names. Weston Bate states "significant associations lie behind the names of the lanes (1994). This statement shows why it is important to understand the names of the lanes because it provides insight into what they communicate about the city of Melbourne. For example, the laneway name "AC/DC". AC/DC is a prominent Australian band, therefore by naming a lane after them it fuses Australian culture with the so-called ‘European’ laneway culture that Melbourne has tried to instil in its laneways. This shows that we are creating our own type of laneway/imagined geography, by marking our territory with obviously Australian things. This imagined idea of the laneways is a positive concept that public relations try to create.

The laneways have gained a reputation throughout Australia. This reputation can be attributed to the image public relations has created for the laneways; a unique place to

discover hidden secrets of Melbourne. A strategy from the 'City of Perth' called "forgotten spaces, revitalising Perth's Laneways" shows how Perth is modelling itself and using Melbourne's laneways and what that means to Melbourne. Public relations have created an image of the laneways showing their individualism and creative edge they possess, these qualities all helping through public relations message to further the laneways reputation.

Public relations depiction of the laneways show the one-sided view that they bring so much to the city of Melbourne. Through this representation that the general public are exposed to in term of what laneways mean and are, the connection between public relations and the positive hype surrounding the laneways are clearly shown.

‘Secret Melbourne’ ‘Secret Melbourne’ is a Facebook webpage, which allows users to post information about cafes, bars, restaurants, or any “lesser known great places to see in Melbourne”.

More often than not these “hidden gems” are tucked away within the maze that is Melbourne’s laneways, making them unknown even to long time city-goers.

Facebook users can then comment on the restaurants, bars and cafes that have been posted and offer their feedback, acting as a review website of sorts as well as a hub for those interested in the hidden delicacies of Melbourne City.

Melbourne’s laneways are an integral part of the city’s overall identity and presents Melbourne as a city with more than meets the eye. The role of laneways in the Melbourne CBD has evolved since their inception in the nineteenth century and these laneways have become a jewel of life and culture in the city (Harrison 2008). The Facebook webpage ‘Secret Melbourne’ allows web users to seek out these ‘jewels’ and allows them to experience Melbourne in a different way to what they are otherwise used to. Melbourne as city is a living, breathing organism and has developed certain characteristics over the years that have become some of its many of its defining features. The city’s laneways for instance have evolved to become a part of the ordinary fabric of the city (Harrison 2008). It is safe to assume therefore, that by experiencing the laneways of Melbourne one can better grasp the meaning of Melbourne- or rather one of the many meanings.

Key to appreciating one’s environment is recognizing that the aesthetic, embodied, experiential and affective qualities of experience. These are in fact inseparable from a complete understanding of the city and what it actually means to live in such a city (Allon & Anderson 2004). Cities are not only imagined, invented, mediated and represented in all kinds of very deliberate and determined ways, but so too are they lived and experienced. Melbourne’s characteristic laneways are only so because we imagine, invent, mediate and represent this ‘meaning’ and attach it to our city.

Through ‘Secret Melbourne’, the individual can truly experience Melbourne. Big cities are, after all, spaces of sensory immersion and are existential and experiential spaces (Allon & Anderson 2004)- suggesting the need to experience the city in order to understand it.

Drawing from the idea that a city is made up of multiple meanings, there are different vantage points in which to view a city. By adopting a panoptic view, many of the things that may potentially disturb the conception of an ordered city can be conveniently ignored. This may lead us to literally overlook some of the most important facets of city life (Hubbard 2006). I believe that the “real” city experience begins on ground, amongst the movements of people who construct a different urban text which cannot be apprehended from afar and above and to ignore this text is thus to ignore a key dimension of urban life (Hubbard 2006). The Facebook webpage ‘Secret Melbourne’ explores the mystery of the laneways, and allows Melbournians to experience Melbourne on a more personal and some may say, more accurate, basis.

REFERENCES Melbourne City Ambassadors: • Engels, B, 2000, ‘City make-overs: The Place Marketing of Melbourne during the Kennett years, 1992-99’, Urban Policy and Research, vol 8, no. 13, viewed 11 April 2010, <http://scholar.google.com.au/scholar?start=20&q=allintitle:+melbourne+city &hl=&as_sdt=2000> • Craik, J, 2001 ‘Tourism, Culture & National Identity’, in Bennett, T, Carter, D, Culture in Australia: policies, publics and programs, Edition 2, Cambridge University Press, Sydney AUS, viewed 10 April 2010 <http://books.google.com.au/books?hl=en&lr=&id=q3jGg3dbWoC&oi=fnd&pg=PA89&dq=tourism+culture+melbourne&ots=UXb6 YITarY&sig=BdE4LtzCOtlpuw26XHgQtKlasYM#v=onepage&q=tourism%2 0culture%20melbourne&f=false>

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That’s Melbourne – City Ambassadors, 2010, The City of Melbourne, Melbourne, Victoria, viewed 11 April 2010 http://www.thatsmelbourne.com.au/Gettingaroundthecity/Visitorassistance/Pa ges/CityAmbassadors.aspx

Melbourne Food & Wine Festival: • • •

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Taylor R, 2007, ‘Wine Festivals and Tourism: Developing a Longitudal Approach to Festival Evaluation’, in Global Wine Tourism : Research, Management and Marketing Carlsen, J & Charters S, Mass CABI Publishing, Cambridge pp.179-187 Gwizdalski, Andrzej. "Global Visual Communication: Cross-Cultural Visual Expressions on Global Cultural Artifacts and Events" Paper presented at the annual meeting of the International Communication Association, Marriott, Chicago, IL, May 20, 2009 The future of food comes to Melbourne for the best foodie experience on earth, viewed online 15 April 2010, < http://www.melbournefoodandwine.com.au/news/72/14/2009-11-16/thefuture-of-food-comes-to-melbourne-for-the-best-foodie-experience-on-earth>

Melbourne Laneways Brochure: • City of Perth, 'Forgotten spaces, Revitalising Perth's laneways, viewed 6 April 2010, http://www.perth.wa.gov.au/documentdb/941.pdf • Bate, W 1994, ' What's in a name', in Essential but unplanned: the story of Melbourne's laneways, 1st edition, State Library of Victoria, Melbourne, pp 116-120 • Fung, P 2006 ' The seduction of the laneways: making Melbourne a 'world city' ", Crossings 11 (2): 1-12. Available at http://www.inasa.org/crossings/1112/indec.php?apply=fung. Accessed 09 Feb. 2009 ‘Secret Melbourne’/Facebook webpage: • Harrison, F, 2008, ‘Melbourne Laneways’, Landscape Architecture Australia, no. 117, pp 41-42 • Hubbard, P, 2006, ‘Cities From Above and Below’, City, Routledge, London, pg. 97-111 • Allon, F, Anderson, K, 2004, ‘Sentient Sydney’, presented at University of Western Sydney, Sydney, NSW pp. 89, 90 and 91