Thumbs up for Barbie Girl - 2012 Lamb Australia Day Video Advert

AGFORCE'S Richard Pietsch has given a big "thumbs up" to this year's Meat and Livestock Australia (MLA) Sam Kekovich Australia Day lamb campaign, but says the lamb industry still has a way to go before hitting the highs of 2011.

The AgForce Sheep and Wool president says while it is certain the Kekovich campaigns have given lambs sales a incredible boost over the past eight years, consumption was down in 2011 compared to previous years.

"MLA reported that for 2011, tighter supplies and a 9 per cent jump in retail prices during 2010-11 had quelled consumer demand which had risen steadily for the previous 10 years," Mr Pietsch said.

Australia's weekly servings of fresh meat during 2010-11 increased 3pc compared with the previous year, to average 135.5 million serves.

Lamb was served 22.55m times in January and February 2011, up from 21.86m serves on the same period the previous year.

In 2010-11, lamb represented 16pc share of total fresh meat sales at retail outlets. Beef purchases were steady, on average accounting for 38pc of total sales.

Pork and chicken purchases edged up over the 12 months to June 2011, to 13pc and 29pc, respectively.

Mr Pietsch says this year's summer barbecue-themed Sam Kekovich Australia Day lamb campaign, based on the pop song Barbie Girl from the 1990s band Aqua, was likely to be effective, but may not be everyone's cup of tea.

"I'm not sure that this year's campaign appeals to me, but when we are selling lamb to consumers, Sam's ads in the lead-up to Australia Day have a significant effect," Mr Pietsch said.

"The real test of the campaign is increasing lamb sales and ensuring the profitability of the entire industry."

Lamb producers have enjoyed strong prices through 2011.

AgForce Sheep and Wool policy director Rachael Pratt said this year's Sam Kekovich ads had certainly drawn a mixed reaction from Queensland lamb producers.

"Some producers certainly don't like it," Ms Pratt said.

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Celebrate Australia Day in WA

West Australians are getting ready to celebrate one of the State's favourite holidays, and with January 26 falling on a Thursday this year, it's a good chance for many to take an extra day off on Friday to enjoy a four-day weekend and a mini-break in the State.

The Australia Day public holiday presents the perfect time to experience Australian culture as well as take advantage of the many free activities happening around WA.

Around the city, popular celebration locations include vantage points around Perth City and the Swan River for spectacular views of the evening City of Perth Australia Day Skyworks, Western Australia's biggest annual community event, and Cottesloe Beach, where the Haviaianas Australia Day Thong Challenge will take place to raise money for Australian junior lifesaving group Nippers.

Across the State, fireworks will also add a wow-factor to celebrations in Bunbury and Fremantle; Williams, Busselton, and Kalgoorlie will host Australia day breakfast celebrations; the Wind on Water Festival takes place in Geraldton; Rockingham will hold the Fly the Flag Festival, and ceremonies and festivities will take place in Mandurah, Corrigin and towns across WA.

For those lucky enough to also have the Friday off and a four day weekend, it's the perfect chance to getaway for a few days. Whether it's wineries, caves, the coast, camping, fishing, exploring historic towns, taking a WA great drive or soaking up the nostalgia of the outback, the long weekend presents a great time to explore and unwind.

(Source: Travmedia.com)

Celebrate Australia Day 2012 at all Ipswich Swim Centres

IPSWICH Australia Day Celebrations will be extended from Bundamba Swim Centre to all Council owned pools as part of the extended flood recovery.

Mayor Paul Pisasale said it was decided just last week to extend Australia Day celebrations throughout Ipswich as part of the recovery from last year's devastating floods.

"Free family fun days will be held at all Swim Centres although the smaller pools at Leichhardt, Goodna and Rosewood will have entry numbers controlled to a maximum of around 250 for safety reasons.

"We commemorated a year of recovery from the flood last week with the unveiling of two monuments and this is just something we felt we could do for the community on Australia Day."

Parks, Sport and recreation Committee Chairperson, Councillor David Morrison said Australia Day celebrations had been held at Council Swim Centres since 1997.

"These celebrations have normally taken the form of a community pool party at Bundamba Swim Centre where up to 1600 people have enjoyed the free community activities.

"It is great to this year be able to extend this to the other Council owned swim centres.

"The basic objective has always been to showcase the Ipswich City Council's swim centres and an active community in the city.

"It displays to the community that Council is interested in providing and operating well-maintained centres that encourage leisure patronage as well as competitive use."

Cr Morrison said the Australia Day celebration in 2011 was supported by Ipswich City Rotary Club and a number of sponsor companies donating goods on the day which were used as give-aways.

"Although the major celebrations will remain at Bundamba where around 1600 people turn out each year, the lessees at Goodna and Rosewood and Leichhardt have agreed to include their centres in Australia Day celebrations as well.

"The smaller pools have offered the community free entry on Australia Day in the past with huge success, but I hope more people join in the true blue celebration of the event this year with prizes on offer nearly all day as part of the flood recovery effort."

Cr Morrison said the pool lessees were offering some tremendous prizes on the day.

"We have some wonderful swim centres across Ipswich and these are absolutely wonderful incentives and reason enough for anyone to turn up at the pool on Australia Day, January 26."