Tourism Australia are hoping for a greater success this time round.
Tourism Australia has launched its new global campaign today to promote Australia as the ultimate travel destination – and it’s got your name on it.
Gone is the controversial ‘Where the Bloody Hell are you?’ campaign that proved such a disaster, to be replaced with a more simpler ‘There’s Nothing Like Australia’. Gone are the famous faces to plug the country, replaced instead with ordinary Australians speaking out their own patch of Australia. Gone are the bikini-clad models and professionally shot images, to be replaced with videos and photos taken by real Australians.
Anyone who wants to get involved with the marketing campaign just has to upload their favourite photos onto the new Tourism Australia website and then complete the slogan: “There’s nothing like …” in no more than 25 words. There are also Australian holiday prizes up for grabs for the entrant with the best slogan and images.
It’s a simple concept, to see Australia through the eyes of the people of Australia, but will it work? Andrew McEvoy, Managing Director of Tourism Australia certainly thinks so. “Australians like to talk about why they love Australia. And whilst there will be some people who don’t want to talk about their favourite holiday spot I think most Australians just can’t help themselves.”
Tourism Australia are no doubt hoping that the simplicity of this new campaign will capture the success of the New Zealand “100% Pure” campaign. Mr McEvoy has high hopes of the longevity of the phrase. “The catchphrase is true, it’s authentic and we hope it will burn brightly for 10 years.”
Yet some newspapers are criticising it for being too ‘safe’, with the Telegraph suggesting that it is bland and boring. Certainly if you compare it to the New Zealand slogan “100% Pure”, the Australian one does seem lacking, perhaps it is the word ‘nothing’ that could have equally negative connotations whereas the New Zealand slogan is simply positive. But then the Australian slogan is adaptable, the word ‘Australia’ could easily be replaced with states and cities.
Tourism Australia have struggled in the past to produce successful advertising campaigns. The ‘Where the Bloody Hell are you?’ slogan ran into translation difficulties and was banned before the watershed by Britain and Canada for being too risqué with the usage of a scantily-clad model on the beach. They will be hoping that this safer slogan will stimulate people’s imaginations and more importantly, get them talking about Australia.
Social networking sites such as Facebook and Twitter will be used to spread the message and with it being run in conjunction with their ‘The Great Boomerang Throw’ competition on Facebook, Tourism Australia are hoping to generate plenty of interest and get the people of Australia on their side.
Here at Embrace Australia we think the idea behind the campaign is a good one, to get Australians talking about their love of Australia. It proves that you don’t need a million dollar budget or bronzed and toned models to sell this great country, the people of Australia make great ambassadors for their country and on that basis alone, we think the campaign will be a huge success.
What do you think of the new slogan and campaign? Would you get involved? What would your winning line be to describe Australia? Let us know your thoughts and comments on this issue.
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6 Responses to “There’s Nothing Like The New Ad Campaign For Australia!”
Comment by Kevin — March 31, 2010 @ 10:22 am
It should have been, “Why in God’s arse don’t you get your arse down to Australia and sunbake your arse?”
Comment by AJ — March 31, 2010 @ 12:33 pm
Personally, if I was going down this track, the slogan would be: ‘Australia, there’s nothing else like it’, but even that’s not 100% pure.
A question: will the search endorsements be open to overseas vistors as well? Surely, they are the best advocates, and could offer far more powerful testimonials than most Australians, who tend to travel abroad for their vacations rather than travel around their own country.
I understand that testimonial entries will be vetted three times before being accepted, which, if the campaign is a success, will make it a very labour intensive exercise – and open up TA to all sorts of ‘censorship’ accusations.
It is also understood that submitted photos/videos become the property of TA – and that’s a turn off.
At the end of the day, it will be interesting to see how long the input of testimonial texts/photos keeps up before TA has to reach for the Viagra.
Comment by Susan Wareham McGrath — March 31, 2010 @ 10:44 pm
There’s been a lot of negative comment about the new campaign on Australian forums and in the media because it doesn’t give a clear message. It just says “there’s nothing like it” – doesn’t say if it’s good or bad etc.
People are saying it doesn’t give a strong message about Australia and won’t be effective.
Regards
S
Comment by Susan Wareham McGrath — March 31, 2010 @ 10:49 pm
I forgot to add that people are also saying that the NZ campaign refers to NZ as being 100%; while the new Oz campaign refers to Australia basically in terms of 0%.
Interesting thoughts! It will be interesting to see if it works.
Cheers
S
Comment by Kevin — April 1, 2010 @ 12:57 pm
I didn’t get may stars (less than one) for my first idea. Okay, how about this, “Australia is a pisser, by Christ ! “
Comment by Gavin Blue, ACMP President — April 17, 2010 @ 1:12 am
The other problem is that all entries, not just the winning entries become the property of Tourism Australia to do with whatever they wish. Your entry may end up years later being used in an unrelated campaign by a different company.
Your favourite shot of your family at you favourite holiday destination, if submitted, the copyright & ownership of the image is not yours anymore. Technically you can’t use it for anything without permission from Tourism Australia. A ridiculous situation
The Australian Commercial and Media Photographers has been campaigning to change the terms and conditions to be fair and reasonable.
I like the concept but the T&C are the worst I have ever seen.
Even the Australian Copyright Council says the T&C are “out of line”
Stay clear of this one.
Gavin Blue