ASSESSMENT TASK 3COLLABORATIVE GROUP PUBLICATIONCommunication Profession: Public RelationHiu Tung Li (Vera)Pimporn Chobchai (Mam)Sin Man Chao (Gloria)Tzu Yun Wang (Allie)

CONTENTS• City Circle• Melbourne’ GPO• QV Square• Federation Square• References

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CITY CIRCLECitycirclewasfirstintroducedin1994,itisatramthatoperatesincircularroutewithinMelbourne’s Central Business District. Despite the fact that the whole trip takes around an hourtovisitallthesites,whichmighttakesalongertimefortouristsandresidentswhowanttovisitacertainartefactbyzero-faretram,itoffersanexperienceoftravelonahistoricaltram and seeing the city’s site at the same time.

CitycircleactsasamediathatintroduceandpromoteMelbournetopeople,especiallytourists,whoarenewtoknowaboutMelbourne.ItlinkstouristattractionstogetheraswellasimportantsitesinMelbourne,oneofthemisFederationSquare,locatedintheheartofMelburne,thisverifiescitycircletobeoneofthepublicrelationsmediaofMelbourne.

ReferringtoapressreleaseinHongKong(2009)that,theTramwaytheTransportandHousingspokesmansaidthat,althoughthetramwayplaysaroleofbeingapublictransportinHongKong,itformspartofHongKong’historyandculture,andtheywanttopreservethispieceofculturalheritage.TramsinHongKongissimilartothecitycircleinMelbourne,theyarealsoheritage-basetransport,whichtakesbothresidentsandtouriststoplacesofhighlights.Asthecitycircleitselfisapointofattraction,theideaofoperatingthishistorictramtogothroughandpromotesplacesofinterests,makesittobeasignificantculturalpromoterofMelbournecity.Itisleisureexperienceandservicethatthecitycircletramofferstothepassengers,whichattractsbothtouristsandresidentstogetonthetram,henceformsthe culture of visiting Melbourne via city circle.

RichardPrentice(1993)describesthebehaviorofthetouristswhenvisitingattractions,normally,theyvisittheheritageattractionisonlyonepartoftheday’sattractionsandotherleisure spots like shopping malls.

This proves the reason that the city circle route planners operate the route between tourist’s pointofheritageattractionsaswellasshoppingmalls,showingthetouristsdifferentsidesofMelbourne.AlthoughthecitycircleoperateswiththeretiredW-classtram,whichisoccasionally,operatesinefficiently,overallitplaysanimportantroleinpromotingMelbournetothetouristsaswellasresidents.Itsatisfiestheirneedsofhavingtoabalancingtripbetweensightseeingandshopping,asmentionedbyPrentice,italsograntsthemthechanceofexperiencingtheurbanlifethroughtheartoftram.

Asshoppingisoneofthekeyactivitieswithinatrip,DavidC.Thorns(2002)statesthatconsumption is important within a community.

Infact,consumptiondoesnotonlyrefertoconsumptiononproducts,butalsoaboutconsuming entertainment and leisure activities. Tourists are able to enjoy and consumer theirleisuretimebyzero-faretram,atthesametime,itbringsthepassengerstoplaceslikeshoppingmallstoconsumemoneyinreturn.Asthecitycircleiszero-fare,itattractstouristeasily.However,inthiscase,theemphasisisnotonpromotingthecitycircleitself,buthowitattractspeopletogetontothetram,andhelpstopromoteMelbournecitybybringingthepassengers to places of interest to consume.

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MELBOURNE’S GPOGPO,whichisknownastheMelbourneGeneralPostOffice,islocatedinthecentreoftheMelbourneCBD.AfterthefoundationofGPOwasbuiltin1859,ithasbeenchangedfromofficeandmailsortingspacetoapostofficeopentothepublic.However,between1997and2001,thereweredevelopersproposingplansaboutconvertingGPOintoprivatesector.GPOisnowahighendshoppingcomplexandablandofheritageandcontemporaryarchitecture.

ThelocationofGPO,BurkeStreet,isseenasanemphasisofshoppingexperienceinMelbourneCityforvisitorstoexplore(Rhodes,J2009).ByvisitingGPOandBurkeStreet,they can come into contact with Melbourne’s urban lifestyle and local culture during their stayinMelbourne.Thecombinationofcasuallifestyle,prosperityofshoppingcultureandlofty living quality raises Melbourne City’s reputation and brand perception.

SharonZukin(2005)mentionsabouttheimpactofshoppingcultureandhowitsignificantlyinfluencescultureandpubliclifeofacountry.Zukinstatesthatconsumerculturehasthepotentialtocommunicatingacity’surbanlifestyle.Inhertheory,consumercultureisaworldwide language and is seen as a form a democracy. We assume that GPO is an artefact that helps establish Melbourne City’s global position.

The social relation of GPO is changed as it has been redesigned and transmuted into severaldifferentcommunicationcentressinceitwasbuilt.AccordingtoSharonZukin(1989),capitalism,theriseofelegantlifestyleandurbanrenewalmayberesponsiblecontributorstochanges similar to GPO’s. Between historical infrastructure preservation and conforming to thetrendof“consumerculture”,Melbourneclearlychosetodevelopitsglobalpositionandfurther its tourism industry.

Similarconditioncanbefoundinanotherartefact,citycircletram.Eventhoughitprovidesfree-fareservices,itencouragesproductconsumptionandindirectlybecomesacapitalizedfacility. While GPO and city circle tram globalize Melbourne by encouraging product consumption,QVandFederationSquarebringaboutinteraction,multiculturaleventsandentertainment consumption to further branding Melbourne’s globalized and democratic image.Yet,dochangingGPOintoacapitalizedshoppingcentreandencouragingproductand entertainment consumption mean that Melbourne would therefore be a globalized city? Wethinkthatthereputationofthesefourartefactsneedsfirmerestablishment.

The relationship between Melbourne and other stylish global cities becomes clearer despite that the renewal of GPO changes may bring up negative aspects of Melbourne City. Prominentcitiesforhighendbrands,likeParisandLondon,alsoappreciatethevalueofhistoricalbuildingswhileutilizingthemtoencouragetheflowofconsumptionandtourism.

TheindustryofpublicrelationsintendstouseshoppingexperienceinGPOtopromoteMelbourneCityinapositivelightinareasliketourism,economyandsoon.WhileGPOand city circle tram brand Melbourne as a globalized and democratic city through product consumption,QVandFederationSquareconveymeaningsaboutMelbourneanditssocialrelations through entertainment consumption.

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QV SQUAREQV Square is a redeveloped form from Melbourne’s historic Queen Victoria Women’s hospitalsite.ItislocatedintheheartoftheMelbournecity,whichisrightnexttotheMelbourneCentralTrainStation.IntheCBDofMelbourne,GPO,FederationSquareandthe city circle tram are also redeveloped by historic facilities. Those artifacts provide a great contrastbetweenoldandnew,ontheotherhand,theypresentarichculturallinktotheMelbournehistory.CitycircletramandtheGPOremainthesignificantappearancehoweverQV and Federation Square rebuilt in contemporary architectural outlook.

InthecityofMelbourne,GPO,QVcitycircleandFederationSquareareusingdifferentstrategies to cover various industries and target audience. All artifacts are focusing on internationalmarketexceptQV.However,itcooperateswithotherartifactsintheCBDtobrandMelbourneasabetterinternationalcity.QVisashoppingcomplexthatincludesvarietyofrestaurant,café,shops,alsoapartmentandofficeservices.Itservesdifferentnationalcustomers,whichissimilartotheGPO.GPOisahigh-endfashionhubinthecityof Melbourne and it includes lots of international fashion brands that attract local customers andtouriststoo.QV’sapartmentandofficeservicetargettointernationalresidentsbuttherest parts are mainly supplies for local people.

QV’sspaceplanningisbasedonlocal’slifestyleandthecityculture,whichcanbereflectedfromtheopeninggrassareaanditslanewaysystem.QVSquarehasthelanewaysystem,which makes it be more attractive to audiences. Melbourne city’s laneway network show a differentsideofMelbourneandithasbeenpromotedinthegovernmentbrandingactivities,forexamplethe‘LoseYourselfinMelbourne’video.Asaresult,QVcombinesthisfeaturetoitsdesigntoexpressMelbourneasawhole.

Usersaresometimesbuildersthemselves(Eduado1990),whichistellingthatthelifestyleoftheusersalwaysinfluencespacedevelopment.SincemostoftheMelbournecitizensarelivinginsuburbareas,theartificialgrassareainQVisdesignedforgivinganaccustomedimpressiontoaudience.Atthesametime,itincreasesthesocialrelationskillofpeople,as it is a lunch-spot and leisure area as well. The QV grass area is the mechanism to link between people and the QV Square. This feature is matching the human characteristic physicallyandculturally.AmosRapoport(1997)suggestsculturallandscapesarethevisiblephysicalresultofhumanactivity.Accordingtothisconcept,theQVgrassareaisaplaceofshowingenvironmentasacommunicationandareflectionofpeople’svaluesystems.

TheFederationSquaresuppliesthesamefunctioninthecityofMelbourne,asitisacentralplacewherepeoplemeetupandsocialize.Inaddition,italsoconsiderabouttouristmarketby several of activities such as sport competitions or international cultural festivals. QV and FederationSquarearetheexamplestoshowhowartifactsinteractwithpeopleinthecityofMelbourne.

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FEDERATION SQUAREFederationSquareislikeaheartofMelbournecity.Withitsuniquedesignarchitecture,itis one of the most essential tourist attract of Melbourne. The square features a series of buildingsuchasartgalleries,cinemas,amuseum,auditoria,exhibitionspaces,bars,shopsandrestaurants.NGVAustralia(IanPotterCentre),theAustralianCentreforheMovingImagetheSBSstudio,BMWedgeandtheAustralianRacingMuseumestablisheswithintheSquare.Manyeventsandexhibitionshavebeenarrangedsinceitwasbuilt.Byitsreputationofcontemporarydistinctivedesign,publicizestheplacelocallyandinternationally.Everydetailand aspect of Federation Square communicates culture and urban life.

Federation Square has grown in popularity to become the centre of attraction in Melbourne; mergedartcultureandcitylifeintoonething,andthusitsattractiveness.Numerouschangeswere managed during establishment of Federation Square such as the demolition of the old GasFuelbuilding,asoresightintheMelbournecitywasundertakentoprovidespacefortheconstruction. The composition and location of the Square varies from diverse prospects; the integrationofsurroundingcitybuildingsprovidesanexcellentviewofthemetropolis.Thus,theSquareactsasanexcellentpromotionalbuildingforattractingbothlocalsandforeignersintothecity(Dunn,2004).

States government site describes the Square in a sense of promotion. Federation Square publicizesasacentreofcultureinstitution,publiceventsandtourists.AfocalpointfromwhichvisitorsstarttheirdiscoveryasthelocationofMelbourneVisitorInformationCentre,provide visitors city maps and tourist information. Its location and design conceptual has made the square a must visit sight for both local and foreigners. Federation square described asthemostsignificantartifactsthathavebeenestablishedinMelbournecity,withitsmanyinclusions within a single building have become a major attraction for tourist and a place for publicevents.Thesiteprovidesinformationofhowtogetthere,enhancevisitors’interestwithconvenienttransportationasitlocatesinthebusiestintersectionofMelbournecity,oppositeFlindersStreetstation.Asthestate’swebsite,promotingtheartifactisessential,publicizethemost unique point to attract local and international market.

Dovey (2005) discusses the Square as a federation; an original and a clever building and spacecomplex,establishedtoenrichtheMelbournecity,alsoprovidethepublicwithasympathetic architecture. Federation Square was established to provide a heritage that met theglobalmarketingstandardsanddefinedMelbourne’scityandthenationasawhole.Thebuilding is a form of symbolic capital corporate with both delight and horror from the public. DesignspecificroleofdesigninthepromotionofMelbourneasaglobalsophisticatedmoderncity.However,accordingtothearticlethecritiqueonthebuildingwasalwaysbeensupportive;the building has grown in popularity to become a landmark and a selling point for Melbourne. Additionally it describes a building that was established to give Melbourne city a new global roletotransformtheimageofthecity,tocelebratethefederationandindependenceofAustralia.CitiessuchasSydney,Paris,LondonandNewYorkowntheiriconicbuilding,Federation Square successfully transform Melbourne to connect with other cities. According Dovey(2005),theSquarehasdevelopedintoanaturallyadvantageouslocationandamagnate that draws both the local and international audiences to it and through it.

Overall,FederationSquaredefineveryaspectofMelbournecity,combiningrevolutionofconstructions,integratecontemporaryandtraditionaldesigntogether.CityCircle,GPO,QVSquare and Federation Square have relations that use different strategies to cover various industriesandaudiences,leadtthesuccessofbrandingMelbourneasalivablecityandglobalize Melbourne to international market

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REFERENCESAmos,Rapoport1977,‘HumanAspectsofUrbanFormTowardsaMan–EnvironmentApproachtourbanFormandDesign’,1stedn,PERGAMONPRESS,NewYork

Donald,S,andGammack,J,2007,‘TourismandBrandedcity:filmandidentityonthepacific’,VT:Ashgate,Aldershot,England;Burlington,pp.45-61

Dovey,K,Woodcock,I,2005‘Federation’,UNSWpress,Sydneypp93-121

Dunn,R2004,‘UrbaneGeometry’.SouthernReview:Communication,Politics&Culture,Vol.37,No.1,pp.104-109,12April2010,<http://search.informit.com.au.ezproxy.lib.rmit.edu.au/documentSummary;dn=848699667806132;res=IELHSS>

EduardoE,1990,‘CommunityDesignandthecultureofcities’,1stedn,thePressSyndicateoftheuniversityofCambridge,America

Prentice,R1993,‘Touristtripmakingandvisitstoheritageattractions’,inTourismandheritageattractions,1stedn,Routledge,London,pp.108-118.

Rhodes,J2009,‘LandscapesofDesire’,‘tilYouDrop:Shopping-AMelbourneHistory,1stedn,StateLibraryofVictoria,brochurefromthefreeexhibition,from11December2009to31October 2010

Thorns,D2002,‘Consumptionandurbanculture’,inThetransformationofcities,1stedn,PalgraveMacmillan,NewYork,pp.120-146.

Unknown,2009,‘WharfTransportandVeoliatransportformpartnershiptooperateHongKongTramway’s,mediarelease,HongKonggovernment,HongKong,7April.

VisitMelbourne,2010,FederationSquare,viewed22May2010,<http://www.visitmelbourne.com/displayobject.cfm/objectid.000D6046-A24A-1DDA-8A7480C476A90000/>.

Zukin,S1989,‘SpeculationandtheState’,LoftLiving:Cultureandcapitalinurbanchange,1stedn,RutgersUniversityPress,theUnitedStatesofAmerica,p.190-192

Zukin,S2005,PointofPurchase:HowshoppingchangedAmericanculture,1stedn,Routledge,theUnitedKingdom,p.128,257,263

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