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Bondi the Beautiful

Publisher Waverley Municipal Library

Designer Gordon and Gotch Advertising

Printer Moore and Company

Date1929

Object number00029434

NameBooklet

MediumInk on paper

DimensionsOverall: 246 x 155 mm, 3 mm, 0.05 kg

ClassificationsEphemera

Credit LineANMM Collection Gift from Josef Lebovic Gallery

Terms

DescriptionThis 'Bondi the Beautiful' booklet was produced in Sydney in 1929 by Gordon and Goth Advertising, under instruction of the Waverley Municipal Council. Illustrated with black and white photographs, the paper bound booklet contains a brief history of Bondi and its adjoining beaches, as well as information on Bondi landmarks. The cover bears an art deco lithograph of people enjoying sun, sitting amongst brightly coloured umbrellas and towels.HistorySince the 1920s the beach has been used for the promotion of tourism, and has often been associated with 'Australianness'. From this time images of the beaches, surf lifesavers and surfing were also popular, accessible images featured on the posters in bars and general advertising. The booklet describes the new Bathers' Pavilion and park, the surf lifesaving clubs in the area and the proposed improvements to Bondi Baths. The booklet also provides information on transportation to and accommodation for visitors at Bondi, as well as short items on nearby Bronte and Tamarama beaches. Most pages have black and white photographic images of Bondi's attractions, including several of the beach and pavilion with surrounding park and gardens, the lifesaving clubs with images of the Bondi marchpast team and lifesavers, as well as images of Bronte and Tamarama. A large two page panorama of Bondi beach appears at the centerfold. The booklet is interspersed with single page advertisements.SignificanceThis souvenir booklet is part of a vigorous advertising program initiated by Waverley Municiple Council in the late 1920s to promote Bondi Beach as a major tourist destination over popular beaches such as Manly.