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Copyright Nil Sellheim and courtesy Josef Lebovic Gallery, Sydney

Australia Surf Club

Date: c 1936
Dimensions:
Overall: 1250 × 900 mm, 1.75 kg
Medium: Colour lithograph on paper
Credit Line: ANMM Collection
Object Copyright: © Nicholas Holger Sellheim
Classification:Posters and postcards
Object Name: Poster
Object No: 00008654
Place Manufactured:Melbourne

User Terms

    Description
    This poster advertising travel to Australia features a coloured lithographic image of Australian lifesavers. This poster promotes travel to Australia and its beaches by promoting Australian beach culture. Beaches and beach activities were popular subjects for the artists working for the Australian National Travel Association. Posters commissioned for the ANTA commonly used scenes of popular Australian icons to promote travel.


    SignificanceThis poster is a vivid symbol of an era when Australia undertook an aggressive campaign of promotion. Commissioned by the Australian National Travel Association to promote travel to Australia, this work represents Australia as a desirable tourist destination by evoking popular and iconic images of Australian beach culture. This poster is representative of the work by well known poster artist, Gert Sellheim.


    HistoryThe Australian National Travel Association (ANTA) was formed in 1929 to promote Australia as a tourist destination around the world through advertising. To communicate its message to a world that knew little of Australia, the ANTA produced posters with striking imagery and simple slogans representing Australia as a desirable tourist destination.

    Posters were the main promotion medium for the ANTA, which developed extensive network overseas and had representatives in England, the United Sates and later New Zealand, Canada, India, China, Japan and France.

    Gert Sellheim, (1901-1970) born in Estonia, studied Architecture in Berlin. He migrated to Australia in 1926 and began producing travel posters in 1931.Sellheim went on to design iconic posters that represent Australian culture and society, Sellheim created recognisable works such as an Aboriginal two shilling stamp in 1948 and the flying kangaroo logo for Qantas.
    Additional Titles

    Web title: Australia Surf Club

    Primary title: 'Australia Surf Club'

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