Branding a nation: Don’t stuff with the Australian brand
Blog by The Marketer – Digital and Dangerous
Another year…another year of predicted doom and gloom.
Yes, the celebrity bureaucrats from Tourism Australia have predicted the number of foreign visitors will plummet this coming year, even after they spent tens of millions of dollars on another failed advertising campaign.
Not to mention that MOVIE or its massive tax relief.
Is branding Australia that hard? I don’t think so. If you look at the bare facts, Australia’s lack of visitors has nothing to do with being seen or heard. Our key brands SYDNEY and AUSTRALIA are continually being voted as number 1# travel destinations.
So what are the celebrity bureaucrats doing wrong?
Well, my own cynicism says it’s something to do with our tourism elite wanting to move away from our low-brow beach culture of sun, sea, surf and bronzed Aussie’s. It must be too crass for them…
I have the impression they’d like to remove the cringe factor by repositioning Australia as a sophisticated destination for the middle aged adventurous traveller who is into natural, cultural and spiritual awareness.
Travellers willing to climb aboard a white 4WD, drive through hot deserts and beautiful bushland, roughing it in green tents and being at one with happy aboriginals.
Let’s face it people, most foreigners visiting Australia are looking for a coastal paradise with beautiful beaches, long sunny days, big surf and lots of bronzed Aussie guys and girls saying “G’day mate.”
Just think about it, fat middle aged Yanks, Brits, Japs or Chinese with fat wallets aren’t going to travel half way round the world in their millions to spend three weeks roughing it in a rent-a-tent with no amenities just outside Dungog or Cessnock? Nothing wrong with Dungog or Cessnock…
Australia’s real point of difference is its modern beach lifestyle.
Remember people, its near impossible to change someone’s mind that’s why Paul Hogan’s 1984 “The Wonders Down Under” TV commercial was so successful.
Bring back Hogan! Pity about his problems with the tax office.
More from The Marketer Digital and Dangerous Blog at
<a href=http://themarketer.typepad.com
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Singapore to forbid entry to undesirable travelers with new no-boarding directive
Euromonitor International unveils world’s top 100 city destinations for 2025