Celebrating Australian Made: Select Staging Concepts’ Campaign for 2024
- The Change Starter
- Sep 24
- 4 min read
Updated: Oct 10
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. 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.
Strategy
Our strategy centred on amplifying Select Staging Concepts’ proud Australian-made status during Australian Made Week 2024. To achieve this, we placed the Australian Made logo at the forefront of all campaign touchpoints, using it as a strong visual cue to immediately communicate authenticity, quality, and local craftsmanship.
We aligned campaign messaging and creative with the national momentum generated by Australian Made Week, ensuring that Select’s story benefited from the increased awareness and positive sentiment surrounding Australian-made products at that time. The strategy was designed to not only celebrate Select’s position as a proudly Australian owned and operated business but also to reinforce the value of supporting local manufacturing in a competitive market.
By consistently highlighting the Australian Made logo and Select’s commitment to homegrown quality across multiple channels, including digital, social media, email, and website features, the campaign aimed to strengthen brand credibility, capture attention during a high-visibility week, and position Select as the trusted premium choice over imported alternatives.
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Deliverables
To bring the strategy to life, we developed and executed a suite of creative and digital assets that reinforced Select Staging Concepts’ Australian-made identity and maximised visibility during Australian Made Week 2024. Deliverables included:
Email Campaign – A targeted email sent to customers, highlighting Select’s Australian-made story and the benefits of choosing local manufacturing.
Email Signature – A refreshed email signature incorporating the Australian Made logo to extend campaign visibility across day-to-day communications.
Blog Article – A feature story on the Select website, Proudly Australian Made and Owned Since 2007 (read here), celebrating Select’s commitment to Australian craftsmanship and heritage.
Social Media Posts – A series of posts across Select’s social platforms showcasing the Australian Made message, driving awareness, and engaging followers with campaign-aligned visuals.
Instagram Video – A short, engaging video created for Instagram to highlight Select’s Australian-made difference in a format tailored for high reach and shareability.
Creative Showcase
Outcomes
The campaign showed the value of aligning with timely themes like Australian Made Week 2024, using it as a springboard for storytelling and engagement. By consistently sharing the Australian Made message across email, social media, video, and the website, Select Staging Concepts delivered a cohesive campaign that reinforced brand identity and values.
The strong use of the Australian Made logo and clear messaging not only strengthened Select’s position but also helped reach new audiences who actively support Australian-made products. The campaign proved how tapping into national movements can boost marketing impact, create consistency across channels, and build both trust and loyalty with stakeholders.
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