The controversial ad that was banned by many countries.
Desperate to get more tourists flocking to its shores, Australia is launching a search for a brand new advertising brand. Trade Minister Simon Crean today announces a $20 million quest for the perfect Australian brand that will sell to the world.
Traditional images of Australia have been barbies, beaches and the usual marsupials, so perhaps now is a time for change. “We must find a better way to define our identity and brand it,� Mr Crean says. He also states that he wants more than just tourism, he wants to reach out to those thinking of immigrating to Australia, to students and to investors.
The New Zealand logo of “100 Per Cent Pure� was hugely successful and seen as a revolution in tourist marketing when it was first launched 10 years ago. Just one year into the campaign and tourist numbers were up by a staggering 10%!
Australia has some catching up to do on that score, currently tourism has been falling month by month this year. Arrivals in June were down by 5.1% compared with May, according to the Australian Bureau of Statistics. Tourism chiefs want to change all that and with flights to Australia set at an all time low, they want to capitalise on Australia’s charms as much as possible.
Prime Minister Kevin Rudd slammed the last $180 million dollar tourist ad campaign, “Where the bloody hell are you?â€? as a “rolled gold disaster”. So Australia are now under pressure to come up with something that defines it as a nation, whether that is done by words or by a single logo.
Mr Crean lays down his challenge saying: “What we’ve got to have is a better way to define our identity and brand it….we’re challenging and calling for the best creative minds in the country to come forward.�
So how will the $20 million be spent? Well $3 will be spent on creating the new brand, whilst the other $17 million will be spent sending Mr Crean and his cohorts abroad to establish good trading relations with other countries. Naturally.
Some of the comments in response to the story so far have beenÂÂ
“Australians – We take our holidays overseas so we don’t get in the way of yours.” from Will in Sydney.
“Australia – where the bloody hell is it?” from Rob in Sydney.
Should you have any fantastic ideas of an Australian brand, you can contact Mr Simon Crean via his website. But be sure to post them here first!
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One Response to “Australia searches for new Brand”
Comment by Stuart Taylor — August 27, 2009 @ 12:19 am
Hi, Just writing in response to a new Australian Advertising Brand. My suggestion is called – Australia – It’s Electric!
An advert could start with a Queensland summer lightning storm. As the lightning strikes across the sky, the camera could follow across the Australian sky to different Australian Icons and events – such as snorkeling the Great Barrier Reef, driving the Great Ocean Road, travelling to Uluru, Australia Day Celebrations, Aboriginal’s Dancing in the red earth of Australia, families enjoying a BBQ, Chinese New Year Celebrations, Whales breaching and life savers patrolling the beach. As the storm dies down, the slogan appears on the screen – Australia, It’s Electric!
Cheers,
Stuart Taylor