Artists, designers, makers, craftspeople, Australian and Indigenous creative enterprises seeking to promote their products and improve their incomes.
The Challenge & How We Tackle It
Research by the Bureau of Tourism Research identified the tourism gift market to be worth over $700 million, yet it was flooded with poor quality, clichéd imported gifts and fake Indigenous souvenirs.
The research also demonstrated that international tourists and domestic visitors demanded local, authentic gifts and souvenirs, yet such gifts were not easily found especially in major tourist destinations.
Creative Economy identified this as an opportunity for visual artists and designers and for Australian enterprises to profit from this demand. Memento Australia was founded to set new standards in the quality and innovation of gifts and to promote local authentic mementos.
Memento Australia began as an Awards campaign with an awards criteria which proved to be the “formula” for a successful memento.
Through strategic partnerships Memento Australia grew to include:
· Annual Memento Awards to reward and promote the best authentic Australian gifts.
· Touring Exhibition - Memento Australia touring exhibition of past memento winners and finalists and their stories of developing authentic Australian mementos travelled to 15 regional galleries.
· Memento Australia Distribution Service - linking retailers, tourism operators and corporate buyers to the best authentic Australian gifts.
· Memento Australia Education Program - product development and business workshops for makers; sourcing, authenticity and local product promotion workshops for retailers, visitor information centres, etc.
In ten years, Memento Australia:
· Launched over 2000 new authentic Australian tourism mementos.
· Attracted over $4.5 million worth of media value for Australian artists and creative enterprises.
· Engaged in exporting Australian product including participation in the G’Day USA campaign in New York.
· Secured strategic partnerships to fund Memento Australia including the Australian Made Campaign, Indigenous Business Australia, Tourism Queensland, Brisbane City Council, Tourism WA, WA Department of Culture and the Arts and Griffith University.