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The New Zealand Railways Magazine, Volume 1, Issue 7 (December 15, 1926)

Railway and Publicity Departments' Display

Railway and Publicity Departments' Display.

A feature of the Show was the fine display which the Railway and Publicity Departments, working in combination, were able to make in the Industrial Hall. This was done as part of the policy intended to induce additional traffic by extended publicity. The exhibit was a most striking one. Along a 90 ft. stretch of wall on a cream coloured background were arranged series of photographs illustrating the beauty and magnificence of New Zealand scenery.

Each one of these pictures was a tempting invitation to those who might be undecided as to how to dispose of their summer holidays, whilst the aggregate effect was to create in the beholder an irresistible desire to board a train and be off to one or other of these charming spots where nature in her gladdest of guises beckons most alluringly. Daintily coloured placards, interspersed amongst the pictures, bore sporting slogans to interest the traveller, with information as to localities and costs. In order that no one should be deterred by any haziness of geographical knowledge or uncertainty regarding routes, the centre of the exhibit—and the feature which drew the attention of all—was an S ft. blood-red circle, across the face of which a map of New Zealand stood out in white, while round the circle ran the most realistic of nonstop expresses. The map was specially prepared to feature tourist resorts in New Zealand which are served by train. At each side appeared pictures of the principal centres of attraction with cords leading in from each picture to the locality indicated on the map. A further aid to the attractiveness of the display was lent by a fine series of framed photographs illustrating features of railway working in New Zealand. The whole design and layout gave an impression of spaciousness and artistie unity very pleasing to the visitor, and ranks as an achievement fully worthy of the important Departments whose work and capabilities it was intended to illustrate.

Opportunity was taken of the chance which the Show afforded for circulating literature bearing on the principal points of interest in the Dominion; for instance, several thousand copies of the Department's latest booklet “Tours of the Southern Lakes” were distributed in this way. Commenting on the display the Wellington “Evening Post” has the following:—

“In recent years there has been a tendency on the part of the Government Departments, particularly the Railway Department, to enter the advertising field, for in an age of competition it is essential to keep in close touch with the public. In combining with the Publicity Department, the Railway Department has been able to present a most attractive display, one which should result in a strong appeal to the imagination. Fine photographs of the scenic resorts of the Dominion are displayed, the whole making a very fine showing and offering a strong inducement to tourists.”