With Australia basically off-limits to international travel, and even many Australians in lockdown, here’s a nostalgic look back to a time when travel was still very much in style. Also, make sure you have a good laugh when I refer to the “new” social media!
And here I focus on what our Tourism authorities have done to lure overseas visitors. Here’s some of the hype from the Tourism Australia press release trumpeting the new campaign designed to entice overseas visitors to Australia.
“Tourism Australia has launched the next stage of its new global tourism campaign – There’s Nothing Like Australia – and the video advertising piece created for the campaign has been directed by internationally acclaimed director Michael Gracey, who has had significant international success. Accompanying the spectacular images featured in the video is the ‘There’s Nothing Like Australia’ song written by Josh Abrahams. The use of the song represents a back to basics approach by using music to ensure that consumers remember the advertising long after they have seen it.”
I think that adds up to a pretty big budget to for the campaign including the TVC which must have cost a helluva lot to make.
I think you’d agree it’s pretty good and the music is quite catchy but, being a 60 seconder, they’re gunna need a big budget to run it in their prime markets of the USA and UK. However they do say they’re gunna make extensive use of the new social media to get people watching it and going to the web sites and, if they can get traction there, they can achieve a helluva lot for very little.
Potential travellers around the world will be able to access information using the latest interactive digital media technology at www.australia.com to research and plan their trip to Australia. Supporting the website is a suite of adaptable digital, print and broadcast advertising materials that give the travel trade the ability to consistently sell Australia’s tourism experiences internationally with the There’s Nothing Like Australia message.
So, what do you think? Are we going to see a huge influx of tourists as a result? We certainly didn’t see that with their previous campaign, the ‘Where The Bloody Hell Are You” TVC that launched Lara Bingle’s career.
By far the best campaign which produced quite spectacular results was the one which rode on the back of the success of the movie Crocodile Dundee and gave rise to the brilliant “Throw Another Shrimp On The Barbie” TVC featuring Paul Hogan.
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