Lots of mumblings afoot about whether the new overseas Tourism Australia ad captures the essence of the country. What do you think?
http://www.youtube.com/watch?v=qpn6ijA8rrY&feature=player_embedded
Warning: tone-deaf singers involved.
Here are some of the responses so far:
http://mumbrella.com.au/tourism-australia-finally-reveals-its-new-all-singing-ad-26950
cx
7 comments:
Sure it's a bit lame but all the outrage about this not showing the 'real' Australia is a bit ridiculous... it's an AD! Of course it's not going to show reality! One comment on SMH: "No mention of Cronulla, or ... bashing [Indians] in Melbourne. No shots of petrol sniffing in the outback. Visitors are in for a real surprise." Fantastic tourism campaign that would make.
I’m sorry. I can’t help it. I want to slate this as parochial and cringe-worthy. Except that it makes me sway jauntily from side to side and sing along as loud as my primary school girl’s lungs will let me. Someone hand me a Koala!
Goddamn but that is awful.
There is a reason the Paul Hogan ad campaign "Throw Another Shrimp on the Barbie" was so damn successful; Beer, Harbour, Opera House, sunshine, friendly people. It gave foreigners a warm feeling about us. If money were no barrier Australia is the Number 1 destination for Americans travelling. We have to play to our strengths and what the target market wants. Not what a bunch of Sydney wanker ad types would find appealing (after all that would be coke off the back of a toilet at the Ivy and i'm not sure how that would play in the Red states).
hahaha couldn't agree more with you Nicolai!
The ad isn't selling Australia to us, so give 'em what they want and let's reap the tourist dollars.
If we watched a tourist ad for, say, Paris, we would get baguettes, berettes, the eiffel tower and of course that cheesy french acordian muzak...I'm sure the "real" france is a little different, a little more sophistocated and probably a lot more interesting, but who cares! most tourists go there to see the sights and enjoy the food and if they find something extra then good for them!
That Paul Hogan ad was also 20 years ago. And "if money was no barrier" then why not spend the money on making airfares cheaper. If they're already sold on the destination and price is the issue, surely that's a better option.
I'm not saying it won't work, but I hope I never have to see it again.
It ran from 1984 to 1990 and took us from number 78 to number 1 for the US wish list destination. If you get it right it can have a lasting impact. Embrace the cheese. It happy and fun and I will be humming it today with reckless abandon.
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