I can’t believe the Melbourne newspapers didn’t make more of a fuss. Australia’s leading lady of Hollywood has, for the FIRST TIME EVER, signed on to represent an Aussie brand and it only made page 21 of the Herald Sun?? Yet it’s front page news in Sydney’s Daily Telegraph. It seems a change in management ranks means we’ll be getting a much more serious and less tabloid Herald Sun in the future – which is fine, but why ignore a major entertainment story that also ties in with a brilliant and audacious business strategy by Australian company, Swisse?
And it is BIG news for Swisse because going global and competing with the big multi-nationals is no small feat. And if you’re going to take on the world markets, why not do it properly and sign on the nation’s queen of style? Swisse couldn’t have produced a lovelier photo of Nicole too – the perfect picture of grace and good health.
Kidman will be ambassador for the brand when Swisse rolls out its international campaign, starting with the United States in January. Then they’ll march on into the U.K., Europe and Asia. The TV ads and photos for the campaign will all be shot in Australia.
If you want to argue about who IS Australia’s leading lady of Hollywood, just look at the statistics. Nicole has been nominated for 8 Golden Globe awards, winning three, and is Australia’s only Best Female Oscar winner. But it’s not only her artistic achievements that make her a good fit for the brand. Her lifestyle and values give her exponential value as the total package. Being involved in international issues means she has also been honoured as a Companion of the Order of Australia in 2007 and is a global ambassador for UN Women that promotes gender equality and empowerment of women and girls worldwide.
Kidman chose Swisse because she likes the idea of being part of a small Australian family-built company (about to get a whole lot bigger!) that is commited to good health and well-being. ‘I joined Swisse because I wanted to help bring awareness to the importance of living a healthy lifestyle in a busy, often stressful world,’ she said.
Only last week, Swisse was announced as BRW’s winner of the most successful Australian private business of the year. (with a turnover of $100 million plus)
Part of their marketing success relies on rolling ad campaigns using famous faces. They sponsor top TV shows and are also a major presence at Melbourne’s Spring Racing Carnival.
On Thursday night, they kicked off their racing season with a launch party at South Yarra’s newest and coolest restaurant, Mama Baba. Swisse CEO Radek Sali spoke about how they’re expanding the brand to release a skin care and body range, and will soon be unveiling protein bars and sports supplements.
And Sali is thrilled about their new partnership with Kidman. ‘Nicole Kidman is a much loved Australian overseas and we know that Swisse will be Australia’s most loved health and wellness brand overseas in coming months and years,’ he said.
Swisse have also become famous for their amazing parties and the Mama Baba event was a stand-out. Finger food from Masterchef George Colombaris’ kitchen was superb and French champagne, Laurent-Perrier, flowed freely. The guest list read like the who’s who of Melbourne, and you can understand why. If you get invited to a Swisse party, you’re guaranteed quality food AND company. Here’s some of the people Fletch and I ran into on the night:
To give the guests a taste of what’s to come from Swisse, Goodie Bags were handed out when we left the party. (yay!) I’m yet to try the creams, but I can assure you, those sleep tablets work a treat.
It’s been a fast-paced, jam-packed weekend — trying to get to sessions at the Melbourne Writers Festival on time and post blog reports — juggling train cancellations, sleep deprivation and children’s sporting logistics in with the mix. Here’s a quick summary of how it panned out:
10.30: Saturday morning – meet with fellow ‘Emerging Bloggers’ for brunch at Beer Deluxe in Federation Square. Running late, I realise I’ve left my festival guide at home. Oops…
11.30: Head to see former Premier Steve Bracks discuss his new book at BMW Edge. Unaware of a location change, I walk in to find I’m at another session of The New Yorker team. A fortunate turn of events as they are much more animated than the night before.
1.00: Attempt to see event ‘Why I Read’ and am directed to ACMI Studio 1. Sitting there, I realise as the presenters sit down that I am again in the wrong venue. The doors close and a staffer sweeps a large black velvet curtain across the door, blocking an easy exit. The presenters begin to speak as I try to inconspicuously escape behind the black curtain, causing it to billow wildly. To my horror, the glass door is locked. The attendant on the other side mouths that she can’t open the door and I will have to use the exit on the OTHER side of the room. Moritifed, I have to come out from behind the curtain and walk back into the room and up the stairs, around the back of the audience, down the stairs and out the door, while historian Geoffrey Blainey and Gideon Haigh pretend to ignore my clumsy and disruptive performance. Arghhh…
1.15 – Finally arrive at ‘Why I Read’ which is back at BMW Edge, where Sloane Crosley, Drusilla Modjeska and Sir Andrew Motion are discussing the power of literacy to transform lives. I enter the room silently, managing to find a seat without drawing attention. Phew. Sir Andrew is discussing his childhood experience of reading The Lion, The Witch and The Wardrobe and how the image of a land frozen in ice and snow was crucial in his development as a future poet, being one of the first moments where he became aware of the power of metaphorical images. Sloane then talks about how her mother read to her from Gone With The Wind every night – a special ritual they shared and looked forward to. And Drusilla remembered vividly her teenage experience of reading Tess of the d’Urbervilles. It was the first time she became aware that redemption for the main character in a book is not always possible. It was shattering and in a sense, made her aware of how books can have a transformative experience.
2.30 – Attend a session called ‘Friendly Fire’ and WOO HOO – I arrive at the RIGHT venue and on time. Am very proud of myself. The presenters include Marieke Hardy, Benjamin Law and again, Sloane Crosley with the highly competent Estelle Tang chairing the event. It’s a funny, feisty session with all panelists performing readings from their books which brings to life their individual writing styles and personalities.
Sloane Crosley, Marieke hardy, Benjamin Law and Estelle Tang
All have written books exposing raw material about their lives and relationships with friends, family and lovers. Questions fly about how far one is prepared to go as a writer and what you are prepared to risk by revealing so much. For Sloane, she says if it’s a good enough story you’ll figure out a way to tell it. Marieke says her instincts and feelings are consistently evolving about her writing but she doesn’t know how to write any other way. Although, she concedes, she did invite a few people she wrote about in her last book You’ll Be Sorry When I’m Dead, to have a right of reply. In the future however, Marieke wants to make comedy less of a focus in her writing and to concentrate more on a truthful emotional response to situations. Ben says his family took a fairly relaxed approach to his book, Family Law. His father didn’t even read the first manuscript, saying he was too busy and said he understood memory was selective and he accepted Ben’s story was his own interpretation of their family history.
5.00 – Catch train home to deal with domestic responsibilities.
8.00 – Head back to the city to Federation Square and BMW Edge for the MWF Opening night party. This was a wonderful opportunity to meet with everyone involved in the festival, from writers and organisers to friends and fellow bloggers. Fletch came along too and was delighted to meet New York author Sloane Crosley who I had raved to him about after interviewing her on Friday.
Much fun was had by all. The next day I attended an exceptional session ‘Remembering Patrick White’ which I think deserves a blog on its own – given it’s the centenary of the great man’s birth. Stay tuned.
