Anzac Day and Australian Nationalism: Assesing the Marketing Lifecycle of this Cultural Phenomenon

Anne-Marie Hede,
Assoc Prof John Hall
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Anzac day can be regarded as a day of homage characterised by solemn respectfulness. To others it is a time for celebration characterised by more frivolous activities such as parties and dance. Some perform a pilgrimage to Anzac Cove; others stay in Australia and attend or watch services. In 2005 an estimated 20,000 people travelled to Turkey, mostly Australians, to attend the 90th Dawn Service at Anzac Cove. If attendance numbers are a measure of success, this year’s service would be considered the most successful to date. This year’s Dawn Service at Anzac Cove, however, has fuelled a continuing national debate about the future of the Dawn Service at Anzac Cove; stakeholders, such as social commentators, historians, the Returned Service League and the War Widows, have voiced their varying opinions on this issue. In Australia the composition of nationalities has become more diverse, acculturation processes that affect the way in which immigrants perceive their ethnic identities, relinquish some aspects of their previous culture in exchange for new cultural paradigms in their host country needs to be considered with regard to the future meaning of Anzac day. This paper uses the product life cycle to explore and understand Anzac Day from the past, the present and opportunities for the future. The paper aims to consider the marketing challenges relating to Anzac Day and its commemorations. The paper also considers the challenges of using Anzac Day as a vehicle aimed at developing nationalistic behaviour in Australians. The paper concludes that using Anzac Day commemorations as a vehicle to promote nationalistic behavior in Australia is viable; however, it is only viable if the risks that are associated with such a campaign are identified and strategies put in place to manage the risks.

Keywords: Anzac Day, Nationalism, Product Life Cycle, Social Marketing, Culture
Stream: Cultural Sustainability
Presentation Type: Virtual Presentation in English
Paper: A paper has not yet been submitted.

Anne-Marie Hede

Senior Lecturer, Bowater School of Management and Marketing 
Faculty of Business and Law, Deakin University


Anne-Marie has conducted studies on market participation in theatre-events, visitor attractions and museums. Anne-Marie has undertaken a range of segmentation studies using a range of variables including personal values, motives and satisfaction. Her doctoral investigated the nexus between tourism, special events and attendees, at during the 2001/ 2002 season of Mamma Mia!, in Melbourne. The results of her research have been published widely and her work validates the use of personal values as a segmentation tool. Anne-Marie is a full member of the Market Research Society of Australia and accredited as a Qualified Practising Market Researcher (QPMR). She is currently working with Geelong Otway Tourism , evaluating the Alfred Deakin Innovation Lecture Series and investigating the performance and expectations of and is also investigating the role of the role of the telecast of the Olympic Games in 2004 in developing tourism to Greece, Melbourne (for 2006) and Beijing (for 2008).

Assoc Prof John Hall

Associate Professor, Centre for Business Research, Deakin University

John is an Associate Director of the Centre for Business Research and an Associate Professor in Business Research

John has a keen interest and long experience in consumer behaviour and business research. John has spoken and published extensively both nationally and internationally on matters directly related to these concepts. His texts on Applied Business Research are best sellers in their field in Australia.

John has skills in both qualitative and quantitative analysis. John has been involved in business research for more than 20 years. John’s research, teaching and publication areas are business related but focus on a variety of distinct areas including research methodology and analysis, international business, applied social research, tourism, leisure, sport, hospitality, education, consumer behavior, small business research and various aspects of marketing. John has obtained a number of awards for his research, teaching and publications. John has more than 130 publications relating to business theory and practice. These include books, journal articles and conference papers. His expertise in this area is also highlighted by over 70 applied research projects undertaken with local, state and federal governments as well as small, medium and large business organisations.

Ref: S06P0302