We’re loath to devalue the creative output of the Australian advertising industry but when you hear of seven figure public sector jobs like this ¯_(–)_/¯ $1 million NSW Transport logo redesign it’s hard not to wonder where all that money goes.
The latest thing to confirm how poorly we understand how advertising works is a leaked document obtained by Labor transport spokeswoman Penny Sharpe outlining the exorbitant costs required to birth the half card/half man (fully-terrible) public transport demi-demon known as Opal Man.
The intellectual property associated with Opal Man, the name itself, Opal Man, and the underlining conceit – a fleet of tragic anthropomorphic Opal Cards brought to life by struggling actors in bodysuits – cost $100,000 for some reason.
The government is slated to drop a further $4.7 million on media spend and promotional materials. This includes more than 2 million information brochures and flyers; 110,000 tap on/tap off stickers on trains, stations, buses, bus stops and ferries; 400,000 window stickers and pocket guides for retailers; 6500 posters for train stations, bus stops and ferry wharves; and ads for television, radio, newspaper and social media.
Via SMH
