“a uniquely australian invitation”
DESCRIPTION
“A Uniquely australian invitation”. Advertising Management October 27, 2010 Kristen Lakey, Emma Garnett, Brittany Beem. Tourism Australia. Tourism Australia is the Australian government agency responsible for the international and domestic marketing of Australia as a destination. - PowerPoint PPT PresentationTRANSCRIPT
Advertising Management October 27, 2010
Kristen Lakey, Emma Garnett, Brittany Beem
Tourism Australia is the Australian government agency responsible for the international and domestic marketing of Australia as a destination.
It has proven difficult to market Australia as a brand and product.
The 2006 campaign “A Uniquely Australian Invitation” was highly controversial and there has been much debate as to its success.
M&C Saatchi is the ad agency that created the campaign with Tourism Australia.
Founded in 1995, it is now a global advertising agency with 22 offices in 16 countries.
Clients include: San Diego Zoo Coca Cola Sharp Qantas (Australian airline)
Due to controversy surrounding campaign, Tourism Australia dropped M&C Saatchi as their agency in 2008.
Key target markets: US Europe (Germany) UK Asia (China and Japan)
Market segment: Psychographic segment - “Experience seeker” Consumers are defined by how they think and
experiences they seek on holiday Campaign included:
30 and 60 second commercials Cinema commercials 13 print commercials Range of online materials including a dedicated
interactive campaign website
The slogan was meant to be a light-hearted play on the stereotypical characteristics of Australians. Meant to be viewed as a friendly invitation to visit Australia.
Campaign tried to “re-energize” Australian tourism
Marketing director of Tourism Australia said when the campaign started that any publicity (even negative) would create energy around the campaignYouTube Spoofs
UK banned the campaign due to use of the word “bloody”. After lobbying by Tourism Australia the ban was eventually lifted, but a 9 pm watershed was placed. Billboards also banned.
Canada banned campaign due to unbranded alcohol consumption and the word “hell”
Singapore changed slogan to “So where are you?”
“Bloody hell” is perceived differently in different cultures
US and New Zealand let it run without problems Australian Prime Minister, Kevin Rudd, described
the $180 million campaign as a “rolled gold disaster”
Tourism Australia criticized as trying to recreate another “Paul Hogan” campaign which was received well, particularly in the US
Tourism Australia viewed campaign as success
However, no real significant increase in visitor numbers to Australia
Tourism Australia then defended this by saying the campaign had created “awareness”
Market segmentation – psychographic Publicity – no control over criticisms Celebrity endorsement – Lara Bingle Lack of market research – Cultural
differences as to how the slogan would be received
http://adage.com/article?article_id=107769 http://www.tourism.australia.com/en-au/def
ault.aspx http://www.australia.com/index.aspx http://www.marketingmag.com.au/
around_the_table/view/tourism-australia-s-so-where-the-bloody-hell-are-you-campaign-has-raised-eyebrows-both-in-austral-242
http://www.abc.net.au/worldtoday/content/2006/s1576853.htm
http://www.griffith.edu.au/__data/assets/pdf_file/0020/72902/Issue1-minha-hong-bloody-hell-and-impoliteness-in-Ause.pdf