Australia’s best catalogues crowned

Surf Dive ‘n Ski, Myer, and Kmart have have come out on top taking the title of Best Retail Catalogue at the 21st Australian Catalogue Awards.

Surf Dive ‘n Ski’s swimwear 2011 catalogue won top honours in the up to 1.5 million category over last year’s winners, David Jones, and Howard’s Storage World.

Myer’s My Mum catalogue was judged the best in the 1.5 to 3.5 million category (a new category) over last year’s winner Freedom, while Kmart’s Kmart Living catalogue took out the over 3.5 million category over Big W.

Ken Bishop, CEO of the Australian Catalogue Association said the awards were a fitting way to recognise the creativity of the industry’s marketers and designers.

“Retailers may be experiencing challenging times, but they continue to invest in catalogues,” he said.

“They encourage people to go to a store, and with the growth of digital consumers, they are driving people online either to do some research or make a purchase.”

The $1.5 billion catalogue industry remains vibrant and well supported by Australian retailers, even alongside the increasing online movement and digital offering.

“Catalogues are best used as part of the multi-channel offering, alongside traditional advertising or digital advertising,” Bishop said.

Other winners on the night included Cumming Agency & Studios (Agency of the Year), Libby Bradshaw Wizard Advertising (Young Designer of the Year), Paddy Pallin (Environment and Sustainability), Country Road (direct marketing) and SuperCheap Auto (automotive). In the super high volume category, winners were Kmart (discount department store) and Woolworths (supermarkets).

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