March 20, 2005
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I went to a community festival in Whittlesea this weekend, in part to see how the Whittlesea Council was using the event to promote sustainable practices, and in part to see how VicUrban was using the event to advertise its new Aurora development. I won’t go into detail about the visit here, but the highlight was wandering into the VicUrban promotional area and seeing, alongside a model of stage one of the Aurora site, Aurora marketing materials, and VicUrban staff promoting the development to potential residents, a platform in which a singer was performing – at a volume that must have posed some difficulties for the nearby marketing staff, and standing in front of a VicUrban banner and the Aurora insignia – “Don’t it always seem to go, that you don’t know what you’ve got til it’s gone. They paved paradise, put up a parking lot.”
It was one of these weird moments I’m honestly not sure how to interpret. Was it an example of postmodern self-referential ironic marketing? Did someone actually approve the performance of this particular song, even though Aurora is a greenfield development, assuming that the development’s environmental intentions made the song a good choice? Was the singer actually not part of the VicUrban entourage, but had the fate of performing that particular song under that particular corporate banner?
I suppose I’ll never know…