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.
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Ian Jarrett
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