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Tuesday, 3 February 2009
Page: 177


Senator Johnston asked the Minister representing the Minister for Defence, upon notice, on 13 November 2008:

For each agency within the responsibility of the Minister, in the period 1 April to 30 September 2008: (a) what communications programs were undertaken or were planned to be undertaken; and (b) what has been the total spend in each communications program.


Senator Faulkner (Special Minister of State and Cabinet Secretary) —The Minister for Defence has provided the following answer to the honourable senator’s question:

(a) and (b) Please see below.

Army - $6,491,134. This figure covers Army brand executions and job-specific programs that were undertaken during this period, such as:

(i)   General Entry Job Specific Campaign - April/May.

(ii)   Royal Military College Recruiting advertising to support ‘Trooping the Colour’ event - television in the Canberra market - week commencing 1 June 2008.

(iii)   Army Officer Campaign Launch - August/September.

Air Force - $2,672,167. This figure covers Air Force brand executions in the Air Force Accomplished Campaign that was launched in March 2008. This campaign showcases the diversity of jobs and skills offered by the Air Force, and challenges the myth that you have to be a pilot to join.

Navy - $3,102,706. This figure covers Navy brand executions and job-specific programs that were undertaken during this period, such as:

(i)   Navy ‘The Team Works’ Television Campaign. This campaign was developed from a strategic need to reinvigorate and correctly position the Navy brand and increase inquiries and applications for Navy jobs.

(ii)   Navy Radio Campaign. This campaign includes 30 second executions for Electronics Technician, Marine Technician, and Seaman Officer. They focus on the benefits of the Navy job such as outstanding training and the opportunity to work on high end hardware. Education - $1,106,948. This figure covers job-specific programs that were undertaken during this period, such as:

Sporting Properties - $1,439,681. These are advertisements bought in the broadcast coverage of AFL, V8 Supercars, cricket and NRL to extend and support concurrent campaigns.

Army Reserve - $535,342. This figure covers job-specific programs that were undertaken during this period.

Army Award - $1,133,015. Defence Force Recruiting is an official partner of the Australian Football League (AFL) and the exclusive naming rights creator/sponsor of the AFL Army Award. The expenditure is for advertising the Army Award on television, in print and on radio.

Defence Housing Australia (DHA) - $3,648,728. This figure encompasses marketing communications activity undertaken during the period to promote DHA’s sale and leaseback program, including press, radio and online advertising. Ongoing promotion is necessary to ensure sufficient gross demand is generated for the program. Achievement of sale and leaseback program targets is crucial to the financial viability of DHA’s operations.