How brands get behind Australia Day

Anita Tibbertsma
27 Jan 2017
Australia Day has always been subject to politics and if social sentiment is anything to go by, Australia Day political debate is on the increase. It means brands tend to tread carefully in campaign positioning or may avoid campaign association all together. The Australian Lamb & Livestock association is of course an obvious exception to this: their campaigns stand out as a result, and the associated media coverage that they receive from their campaigns no doubt pays off for their brand.