Take a Day at the Seaside - Go Down by Train !
Maker
Percival Trompf
(Australian, 1902 - 1964)
Date1930s
Object number00032220
NamePoster
MediumColour lithograph on paper
DimensionsOverall: 1070 x 690 mm
Copyright© Percy Trompf Artistic Trust
ClassificationsPosters and postcards
Credit LineANMM Collection
DescriptionTravel poster titled 'Take a day at the SEASIDE - go down by train!' by artist Percival Trompf.HistoryAustralian beaches were promoted as a cornerstone of Australian life along with the outback and helped to establish notions of Australian identity. Bondi Beach is one of Australia's most iconic and famous beaches and is used in all forms of advertising to represent and promote Australian culture.
The Australian National Travel Association (ANTA) was formed in 1929 to promote Australia as a tourist destination around the world through advertising. It was funded by shipping companies, railway departments and government tourist bureaus.
Posters were the main promotional medium for the ANTA, which developed extensive networks overseas with representatives in England, the United States, New Zealand, Canada, India, China, Japan and France.
Percival Trompf (1902-1981) is one of the best known Australian poster artists and was commissioned to produce posters for ANTA. Trompf was born in Victoria and attended Ballarat School of Mines and Industries; he opened a studio and designed thousands of advertising posters for such prominent Australian companies as Bryant & May Pty Ltd, Palmolive Co Ltd and the travel magazine 'Walkabout'. This poster is one of his most recognisable beach posters designed by Trompf for ANTA.
The Australian National Transport Association and Victorian Railways Betterment and Publicity Board, developed posters with striking images and simple slogans to meet the emerging need to market Australia to the international and domestic traveler.
SignificanceBy the 1930s, beach culture was becoming an entrenched and iconic part of the Australian way of life. This poster is a vivid symbol of an era when Australia undertook an aggressive campaign of promotion. The work commissioned by the Victorian Railways, is representative of work by acclaimed poster artist, Percival Trompf.
