To mark the centenary of World War One, BrandNet has developed Australia in the Great War, a range of merchandise that aims to engage, educate and commemorate Australia’s involvement.
“We want to see people engage with the centenary in a meaningful way – to share stories, learn about our history, to understand the people and time we are commemorating,” says Stephen Davie, managing director of BrandNet. “It is as much about engagement as it is retail.”
Part of this includes the Sands of Gallipoli collection, developed to mark the April 25, 2015 centenary of the Anzac landings at Gallipoli.
“Sands of Gallipoli is a very special range,” says Davie. “Only Sands of Gallipoli actually incorporates sand collected from Anzac Cove into many of its designs – this is a very emotive and tangible link to the story of Gallipoli and a chance to hold and own a piece of Australian history.”
There are a wide variety of products in the collection, including the Hold our Spirit True brass box with a landing medallion and a vial of Gallipoli sand, as well as lapel pins, earrings, collectible teddy bears and ragdolls.
Each item sold contributes to Soldier On, a charity that supports returned servicemen and women who have been wounded – emotionally and physically – in places like Afghanistan. “We have been part of Soldier On since it started two years ago,” says Davie.
“The funding we raise helps with initiatives like setting up a rehabilitation centre; taking wounded on once in a lifetime adventures to rebuild confidence and self-esteem, and helping Soldier On increase community support and compassion for our returned warriors.
“Australia in the Great War has raised more than $130,000 for Soldier On in a matter of months.”
For retailers who chose to stock the merchandise, Davie says they will be supported by an online and social media marketing team, and arrangements with major newspapers to get the message out.
“We do a lot of PR with local and national media and have won major marketing awards directly related to our Sands of Gallipoli promotions. We bring all of this to our retailers’ businesses,” says Davie.
Australia in the Great War also has a range of display stands and packages suitable for small and large gift stores. However, the important thing is that the collection is about remembering the history, rather than just selling a product.
“The centenary of the Great War is a major milestone for our nation and everyone from school kids to older Australians will want to have something special to remember this historic time. With Australia in the Great War and Sands of Gallipoli, retailers can be part of the story.”
