Defence: Program Funding

Senator Johnston asked the Minister representing the Minister for Defence, upon notice, on 26 February 2009:

For each agency within the responsibility of the Minister/Parliamentary Secretary, in the period 1 October to 31 December 2008: (a) what communications programs were undertaken or were planned to be undertaken; and (b) what has been the total spend in each communications program.

Senator Faulkner - The Minister for Defence has provided the following answer to the honourable senator's question:

1. and b.     Please see below.

   During the period 1 October to 31 December 2008, Defence Force Recruiting spent $7,771,050 on a single advertising program broken down into the following streams:

   Army – $3,567,668, covering general branding and job specific executions for Army Officer and General Entry priority positions.

   Air Force – $426,300, covering general branding and job specific executions that showcased the diversity of jobs and skills offered by the Air Force.

   Navy – $2,830,690, covering general branding and job specific executions for Navy Officer and General Entry priority positions.  During the period, a new Navy brand execution ‘7 Days in the Navy’ was developed to launch in 2009, specifically designed to portray Navy lifestyle in addition to Navy jobs.  Research identified that this initiative would substantially enhance the appeal of the Navy to the core target audience (16-24 year olds).

   Education – $107,254, advertising for the Australian Defence Force Academy and sponsored undergraduate positions.

   Sporting properties – $839,138 covering advertisements bought during major sporting events such as V8 Supercars and the cricket to supplement the campaigns currently running.

   In addition to the advertising program for Defence Force Recruiting, Defence Housing Australia (DHA) spent $1,297,037 which encompassed marketing activity undertaken during the period to promote DHA’s sale and leaseback program (specifically press, radio, cinema and online advertising). Ongoing promotion is necessary to ensure sufficient gross demand is generated for the program. Achievement of sale and leaseback program targets is crucial to the financial viability of DHA’s operations.

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