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Having preserved its architectural heritage better than most Australian cities, Launceston has also retained, inadvertently or otherwise, some of its earliest outdoor advertising. A leisurely stroll through Australia’s third oldest city will reveal some of our country’s best examples of pre-war architecture. Colonial Georgian, Victorian, Federation, Edwardian, Art Deco and Streamline Moderne. It’s all here within walking distance. And attached to some of these buildings are ‘ghost signs’. Usually in the form of hand-painted lettering and art on brickwork, these ‘brickads’ – as they’re also known – carry the now-faded claims of another age. These offer us a glimpse into, not only the types of products on the market all those years ago, but the way in which they were promoted. It’s also interesting to note the proportion of old signs around town touting some form of fermented (or distilled) beverage. But hey, some things never change. Lonnie does love a drink. James Boag is on the outer wall of what was once known as The Lame Dog Hotel (and later, The Tamar Hotel) on William Street. The restored Georgian-style building now houses Boag’s Centre for Beer Lovers. And I quite like the fact that this ale is: “GUARANTEED PURE & WHOLESOME”! Directly across the road from Boag’s big silver fermentation tanks is a sign for a local wine and spirit merchant. The Black & White Scotch Whisky brand is now owned by Diageo. Off St. John Street, on the side of the Berkana Bookshop, is a set of three ads for yet another Importer/Merchant: John McKenzie & Co. Pty. Ltd. Established in 1842, they were agents for various whiskies, brandies and other ‘Groceries’. This first one has a folksy charm. Apparently Apple Isle Sparkling was (and still is) a sweet cyder. And no, that’s not a misspelling of ‘cider’, just an archaic version of the word. Actually, I think the olde worlde spelling helps age this ad even more. As for the illustration, you could say they really tapped into something here with the straight-from-the-fruit freshness idea. The artwork was produced by a company called MODERN SIGNS. Reckitt’s Blue was a domestic bleaching agent or whitener sold as a solid block. An old print ad from 1881 boasted: “RECKITT’S BLUE IS USED IN THE ROYAL LAUNDRIES”. But, it seems, the British bluebloods were not the only ones to enjoy the benefits of this substance. It could also be used as a kind of blue coloring pigment. Reckitt’s Blue was also somewhat of an Australian folk remedy “to relieve the itching of mosquito and sand fly bites.” And, in African-American folk magic, it was “sometimes used by hoodoo doctors to provide the blue color needed for ‘mojo hands’ without having to use the toxic compound copper sulfate.” [Both quotes sourced from Wikipedia article: “Bluing (fabric)”] It looks like the sign on Cimitiere Street has had a little TLC at some point. The original, century-old, Butter & Bacon Co-op still stands at Smithton, though it’s long been closed. And, ironically, the old ‘Duck’ River factory served as an indoor cricket centre for a while. These days, the Duck River brand is owned by Kiwi multinational, Fonterra – the world’s largest dairy processor and exporter. At this year’s Sydney Royal Cheese and Dairy Show, Fonterra Duck River Premium Butter won Champion Butter. So, it just goes to show, no matter who owns the company. Tasmania is hard to top in the dairy department. This brand is still around, too – 2011 marks its 100th anniversary. They do used 100% Tasmanian apples to make Mercury Cider. However, that may all be under threat according to a recent article in the newspaper that shares its name. As with the more widely known Apple Isle Sparkling Apple Juice, mentioned earlier, Mercury Cider is also made at the Cascade factory in Hobart – and therefore falls under the Fosters banner these days. At the corner of Charles and Paterson Streets stands the old ‘red brick’ National Theatre. The heritage-listed Launceston Fire Station is included here mainly to illustrate a point about so-called “progress”. Whilst this isn’t a commercial sign like the others, its attractive lettering lay hidden for forty years – sharing the fate of many ghost ads still obscured on the sides of old buildings. Whether it’s due to a large adjacent structure or major renovation work (as was once the case here) signs often disappear from view. Van Diemen & Co. was a maker of cherry brandy (most likely advertised here), apricot brandy, curacao red, crème de menthe, and gin sling – along with various other wine liqueurs and cocktails. The company was based in Hobart, though I’d like to point out, that it’s not to be confused with the more recently created Van Diemen Distillery who make vodka and also a raspberry liqueur; or Van Dieman (with an ‘a’) Brewing who produce an excellent range of craft beers over at Evandale. Tucked away, down a dark little laneway off George Street, is this sign for a souvenir store from the 1940s. ‘Wonderland’ was accessed by a mysterious doorway and stairs – around the corner at 66A Brisbane Street – right next to the greengrocer. Incidentally, the Chung Gon Greengrocer’s origins date back to 1879. And its old leadlight front windows even have a fruit and veg theme! Also on George Street is The Old Umbrella Shop. Built from Tasmanian Blackwood back in the 1860s, this iconic site was owned for three generations by the Shott family; and, like a kind of mini emporium, it still stocks an unusual mix of hand-crafted wooden gifts, keepsakes and curios. Oh, and umbrellas, of course. Hopefully, these old ghost signs will continue to haunt us for a little while longer. From a creative perspective, there’s much to love about their character – especially the ‘fading ads’. The weathered paintwork, the textures, the typefaces, and the hand-drawn imperfection all hark back to an uncomplicated way of life in a city that said no to high-rise a long time ago. View amazing earliest outdoor advertising pictures @ http://www.atmmarketing.com.au/blog/538/brands/the-ghost-signs-of-launceston/ Summary: Having preserved its architectural heritage better than most Australian cities, Launceston has also retained, inadvertently or otherwise, some of its earliest outdoor advertising. The article discusses country’s best examples of pre-war architecture. About Author: at+m is an integrated advertising and marketing agency in Tasmania and Victoria that provides communication strategies with a depth of thinking and creativity across all media. It offers creative advertising campaigns, Graphic, Corporate Design, brand identity, Sprintaprint, Direct Mail, etc.
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