BOROBI’S FIRE AND RICE
COMMONWEALTH Games mascot Borobi has proven a boon for the city, generating millions of dollars in merchandise sales and branding. He has been seen all around the world alongside former Olympic heroes such as Stephanie Rice (above) and Usain Bolt and, unlike other Games emblems who died days after their closing ceremony, he is here to stay.
BELOVED Commonwealth Games mascot Borobi will be sticking around on the Gold Coast for a long life as the city’s own mascot
That’s good news because branding experts say his new role as the city’s most famous marsupial could help bring further millions into the city’s economy in the short term and the mascot could prove to be a long-term figure of endearment associated with the Coast.
Following the Games’ conclusion the 10 Borobi statues that have lined the walk along the Gold Coast beachfront will be given to the event’s sponsors and partners, including the Gold Coast City Council, TAFE, The Star and Griffith University, and spread out across the Coast in strategic locations.
GOLDOC chairman Peter Beattie said the statues, which have proven to be popular for selfies, will be preserved in perpetuity as a tribute to the Games.
Mayor Tom Tate said a prime position in the Gold Coast Cultural Precinct at Bundall would be one of Borobi’s future homes.
“Throughout these Games, I have not met a single person who has objected to Borobi as an emblem of our success and that includes many of the protesters, so I am absolutely determined to see the legacy of Borobi live on,” he said.
“To many, Borobi is a permanent reminder of our Games so I will ensure the statues that line his walking trail remain, including re-positioning the largest one so it is prominently placed at our new Home Of The Arts.”
Borobi has proven to have a stronger appeal than previous Australian mascots, including 2000 Sydney Olympics figures Olly, Syd and Millie, which faded from memory at the conclusion of the Games.
Associate Professor Stephen Holden, a Bond University brand expert, said Borobi had shown a strong connection to the public.
“How big he will be after the Games is a mystery but continuing with Borobi is a really smart idea from a marketing point of view because when you have a good thing, you stick with it,” he said.