Discover Australia with Shell: Marketing and Materiality
Jorge Diez del Corral Dominguez
Throughout the 1950s and 60s, Shell Australia started a marketing campaign called Discover Australia with Shell. This marketing campaign had its own motivations in material change. As motor cars became a more affordable commodity for everyday Australians, and with the establishment of a national highway system, starting with Highway 1 in 1955, which connected all the Australian state capitals, Shell was trying to encourage domestic tourism within Australia in the form of the road trip1. To get people to burn (and buy) more fuel.
One of the key parts of this campaign was the Shell Touring Service2, which created personalized maps for customers as a way to build goodwill and loyalty. Shell also produced marketing materials that highlighted the natural beauty of Australia and provided touring advice for certain routes. The campaign emphasized the differences between states, to encourage travel throughout this massive continent.
Continue reading “Discover Australia with Shell: Marketing and Materiality”