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ANMM Collection Reproduced courtesy James Northfield Heritage Art Trust

James Northfield colour lithograph; Try Wangaratta Victoria Australia Where You Will Stay Longer

Date: 1949
Dimensions:
Overall: 1093 x 711 mm
Medium: Colour process lithograph
Credit Line: ANMM Collection
Object Copyright: © James Northfield Heritage Art Trust
Classification:Posters and postcards
Object Name: Poster
Object No: 00046725

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    Description
    This poster portrays an idealised scene of rural Wangaratta with the river and swimmer as central motifs. The poster links transport and tourism and was commissioned for the Victorian Railway Commission. While the seaside was a popular theme for many travel posters produced for Victorian Railways and the Australian National Travel Association, this poster promotes rural Victoria through the town of Wangaratta and the river as a key site for recreation.
    SignificanceThe poster is part of a resurgance in tourism following World War II.
    HistoryHarold Clapp, Chairman of the Victorian Railway Commission 1920-1939 began an advertising campain in 1923 promoting Victoria as a tourist designation. He began a renaissance in Australian poster art by commissioning works from graphic artists such as James Northfied, Gert Sellheim and Percy Trompf.

    James Northfield (1887 - 1973) was born in Inverleigh, Victoria and set up his own commercial studio in the 1930s. Northfield specialised in hand lithographic work and was commissioned by major local and national organisations such as Victorian Government and Australian National Travel Association to design travel posters. His work appeared in billboard advertisements, promotional travel posters and posters relating to World Wars I and II. Northfields works were distributed throughout Australia and internationally.
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