Comments on: Marketing nations: good news from Australia

By: Natalie

Natalie — Tue, 23 May 2006 02:10:32 +0000

Hi Everyone!

I am currently studying the Tourism Australia ad for TAFE and I would like to know what everybody thinks of it.

If you have a spare min please email me and I will forward you my survey, it should only take a few minutes for you to complete.

My email address is nataliehitchenson@hotmail.com

Thank you!!!

By: Vita

Vita — Sat, 22 Apr 2006 07:55:23 +0000

this blog is worth a look see

By: Peter

Peter — Tue, 28 Mar 2006 09:51:56 +0000

Someone has now produced a parody of the advert, available here:

http://youtube.com/watch?v=3RGkNHr17OU

By: Jack Yan

Jack Yan — Tue, 21 Mar 2006 01:06:47 +0000

At least Lange was up front with his feelings! No false spin there with that man. And I don’t know Peter: I reckon there might have been one or two Aussie PMs who might have been as brusque. Remember Paul Keating feeling up the Queen?
¶ Anyway, back on topic. The campaign has broken here in New Zealand. And I love it. Pretty girls in every scene. The Aboriginal model is probably only part-Aboriginal to mainstream her for foreign (white) audiences; and Miss Jiggle TV is an enticing image to have at the end of the spot. Perhaps we are exposed to a few more of these Australian tourism campaigns than you, so I didn’t find this one quite as revolutionary, or value-based, but using the tried formula of seduction. Never mind that these Australian women are rather attractive when you do finally hit the shores of the land girt by sea. I can at least say they are honest about the presence of pretty girls in Oz.

By: Peter

Peter — Wed, 15 Mar 2006 20:54:57 +0000

Something about the sibling relationship between Australians and New Zealanders is revealed, I think, in an incident involving former NZ Prime Minister, David Lange, who participated in a pro-celebrity car race as part of the Formula One race in Adelaide, South Australia, a few years ago.

While in Adelaide, some issue arose in NZ politics (not about the race), and an enterprising TV journalist approached Lange at the race-track about the issue. Apparently, Lange replied on camera to the journalist's question with: "P*ss off, I'm on holidays." I can't imagine any other head of government visiting another country (on holidays or not) and responding like that to a TV camera.

By: Grant

Grant — Wed, 15 Mar 2006 17:55:11 +0000

Matt, one man's "over analyzing" is another man's discipline (in this case anthropology). It's what we do. This reminds me of that documentary in which someone (David Foster, I think) tells Neil Young that he's a little flat. "A little flat? That's my sound." Thanks, Grant

By: Matt

Matt — Tue, 14 Mar 2006 09:14:51 +0000

OK, it's official. This is the first of your commentaries on a specific ad campaign in which I didn't immediately get the impression that you were MASSIVELY overthinking the question.

If Aussie bonhomie is a stereotype, then (unlike the others you cite) it's a stereotype we actually _believe in_…even (perhaps _especially_) those of us with personal experience of Australia.

I doubt seeing this will make me schedule my next trip down there any sooner than I otherwise would have…but then, I've long since been totally sold on the virtues of Australia, so I'm not really the target for their marketing campaign.

By: Jack Yan

Jack Yan — Tue, 14 Mar 2006 00:48:25 +0000

Grant, it’s true we have our share of bastards as well. Sorry to hear that you managed to work under one of them. But I still have to say the New Zealand asshole-to-regular person ratio is still refreshingly low.

By: Grant

Grant — Mon, 13 Mar 2006 22:21:50 +0000

Ed, yes, I thought that 40,000 years bit was an interesting way to address the issue...though of course I think most anthropologists would feel obliged to take umbridge. Thanks, Grant

Jack, that's interesting. I hadn't heard that at all. I once had the misfortune to work in an institution that had a NewZealander as an administrator, and I have to tell you, he was a right wanker. In a very English way. I believe he would have been murdered in Australia, which is, I think, why he moved instead to Canada. Thanks, Grant

Todd W, thank you, that's wonderful, see the set, indeed. Someday I'm going to go into NYC city and see how much of the French Connection I can identify. Thanks, Grant

By: Todd W.

Todd W. — Mon, 13 Mar 2006 17:31:34 +0000

"The whole concept also makes me wonder what a "Come to America!" campaign would look like. Having never lived outside the States, I've never seen one--do they even exist?"

There is a campaign running in the UK right now that does just that. Tag: "You've seen the movie, now see the set." Images: scenes from major movies. Idea: America's best export is movies and everyone is familiar with the big blockbusters. It should make you want to come to America.

One draw back is that campaign uses a scene from the recent King Kong remake - which was shot in New Zealand and much the NYC scenes were computer generated. Oops.