Hail Columbia and smoke Standard Cigarettes

Maker Standard Cigarettes

Date1908

Object number00008339

NameAdvertisement

MediumPaper

DimensionsOverall: 74 mm

ClassificationsEphemera

Credit LineANMM Collection Gift from Josef Lebovic Gallery

Terms

DescriptionThis advertising button hole token was made to coincide with the visit of the United States Fleet to Australia in 1908. The Great White Fleet with the American and Australian flags is on the obverse with the marketing line 'Hail Columbia and smoke Standard Cigarettes'. The cigarette promotion on the verso has been filled in by Miss Williams of Bourke Street.HistoryIn December 1907 United States President Theodore Roosevelt sent a US Atlantic Battle Fleet of 16 battleships on a 14 month goodwill cruise around the world. The fleet was a chance for the Navy to practice seamanship and express America's world power. Roosevelt was also concerned about rising Japanese aggression and their expansionist foreign policy. The cruise would be a political and public relations exercise to build domestic support for more naval construction. Led by the flagship, USS CONNECTICUT, the Great White Fleet as it became known, consisted of 16 battleships painted white, as was the practice of all US Navy ships in times of peace. The ships sailed in four divisions of four ships each. Early in the voyage the order of the ships was altered to allow the best-looking vessels to be at the front of the fleet. The cruise incorporated six continents, 26 countries and 32 ports with 614 officers and 13,504 crew. It consumed 435,000 tons of coal, more than any other naval expedition and was the largest fleet to ever accomplish a circumnavigation of the globe. Australia was not originally on the itinerary route of the Great White Fleet, who only decided to visit after receiving a direct invitation from the Prime Minister Alfred Deakin. One quarter of the Australian population, over one million people, saw the Great White Fleet during its three-week visit to Sydney, Melbourne and Albany. Public holidays were declared and enthusiastic crowds flocked to see the ships and parades. Vast arrays of souvenirs were produced for a population caught up in the euphoria.SignificanceThe visit of the American Great White Fleet in 1908 was an event of enormous proportions. Souvenir items such as this button hole token demonstrate the excitement the visit generated amongst the Australian public. Memorabilia made to coincide with the occasion emphasised the mutual union between the countries and the good will of the Australian nation toward its American ally.