Celebrating Australian Made: Select Staging Concepts’ Campaign for 2024
Reinforcing Brand Identity Through Australian Made Campaigns
‘Australian Made’ is a clear standard for quality. To qualify, a product must have undergone its last substantial transformation in Australia. That means it’s either grown or produced locally, or the processes carried out here have fundamentally changed its identity, nature, or essential character. In other words, when you see the Australian Made mark, you can be confident that the skills, expertise, and manufacturing behind it are genuinely Australian.
This is why Australian Made Week 2024 presented the perfect opportunity for Select Staging Concepts to showcase what has always set the business apart – being proudly Australian made and owned. As specialists in designing and manufacturing premium staging systems for schools, venues, and event organisers, Select has built its reputation on safe, durable, and adaptable solutions made to withstand the demands of real-world use.
Adding to the significance of this campaign, the Australian Made organisation itself approached Select to create the stage featured in its ad with Jessica Mauboy as their ambassador. This partnership not only highlighted Select’s craftsmanship on a national platform but also demonstrated the trust placed in the business to represent the very values of the Australian Made initiative. Select Staging Concepts continues to stand firm in its commitment to local manufacturing, superior craftsmanship, and uncompromising safety standards.
This campaign was designed to not only celebrate Select’s Australian-made status but also to educate audiences on the long-term value of choosing local. By leveraging the national momentum and trust associated with the iconic green and gold logo, the initiative positioned Select as the premium choice for schools, venues, and event organisers who prioritise quality, safety, and supporting Australian jobs.
Objectives
The campaign objective was to capitalise on Australian Made Week 2024 as a timely opportunity to showcase Select Staging Concepts as a proudly Australian made and owned company. Our goal was to highlight Select’s commitment to local manufacturing, craftsmanship, and safety standards while reinforcing the value of choosing Australian-made products in an industry where cheaper, imported alternatives are often positioned as the default option.
By aligning closely with the Australian Made Campaign and the recognisable green and gold logo, we sought to build stronger brand association with quality, reliability, and trust. These are attributes that distinguish Select from offshore competitors. The campaign also aimed to create awareness around the risks of low-cost, imported staging solutions while positioning Select’s premium stages as a longer-term investment that delivers superior safety, durability, and return on value.
Ultimately, the campaign was designed not only to celebrate Select’s Australian-made status but also to educate and influence stakeholders, from schools to event organisers, on why choosing local makes a difference. Supporting Australian jobs and manufacturing while ensuring they receive a premium product tailored to their needs was central to this objective.
Stevie V Brown MSc is a highly qualified and experienced Marketer having worked for major ad agencies on global brands in a career spanning 23 years. Stevie is CEO of The Change Starter; a boutique marketing consultancy brand based in Australia and operating globally. The Change Starter specialises in transforming marketing strategies and delivering outsourced implementation across all aspects of marketing from traditional to digital. The Change Starter works with growing SMEs across FMCG & grocery, food service, product manufacturing, reselling, b2b services, e-commerce, retail and allied health.