AUSTRALIA TO THE WORLD: SO WHERE THE BLOODY HELL ARE YOU?
Tourism Australia has launched a new international tourism campaign via agency M&C Saatchi, Sydney, spearheaded by a 60 second TVC.
According to the PR blurb "The new destination campaign has been developed in recognition of the fact that it is no longer enough for our customers to have a positive awareness of Australia as a great place for a holiday. Whilst Australia is highly desired by tourists worldwide, we need to convert this positive yet passive predisposition towards Australia into an actual intention to travel to the country.
To do this Australia needs to cut through the clutter of sameness in tourism destination marketing, by presenting a compelling single brand proposition about Australia to consumers in all markets.
"Whilst single global creative concepts are common practice in marketing other products such as cars and other consumer goods, this approach is rare among National Tourism Organisations (NTOs).
"The approach adopted in this campaign takes Tourism Australia’s destination marketing efforts to a new level and will provide the opportunity for Australia to lead the market in an increasingly competitive environment in years to come."
The campaign includes television and print advertising, cooperative and retail activity, digital advertising, outdoor advertising, point of sale, and direct marketing.
While there are standard features of all executions in the campaign, there are subtle variations for each market, through the use of colloquial language translations and the inclusion of different sets of experiences based on consumer research.
This tailoring has been designed from the outset, to enable Tourism Australia to create a campaign that is both globally consistent and locally relevant.
The 60 and 30 second versions of the television commercial feature scenes of a variety of Australian tourism experiences drawn from a broad palette. The scenes show both iconic as well as new motivating experiences.
The talent featured in the television commercial are real, everyday Australians - not experienced, professional actors.
To view the 60 second TVC click HERE.