Queensland launches ad campaign and joins the Tourism Australia knocking bandwagon
Queensland Premier Peter Beattie and Tourism Minister Margaret Keech launched what was called a domestic advertising campaign last week saying that this is the international tourism campaign Tourism Australia should have taken to the world but, as usual, it took Queensland to show them how to do it.
While an excellent TV ad in concept, which can be viewed at www.tq.com.au/whereelse unfortunately it is sad to see Queensland joining New South Wales in its public knocking of Tourism Australia’s international “Where The Bloody Hell Are You” campaign, sadly also demonstrating a failure to show a united tourism marketing front.
The QLD ad looks great, but it is not clear who it is actually appealing to, with images of New York and London suggesting that it is an international advertisement appealing to residents of those markets, yet also including images of Australian cities, confirming that Premiers’ announcement that it is a domestic advertisement.
The ad kicks off with Q1 soaring majestically over the Surfers Paradise skyline, with Queensland claiming that their the new $6.5 million ‘Where Else But Queensland’ television advertisements have the cheeky answer to the ‘Where the Bloody Hell Are You’ campaign which they claim has failed dismally at attracting visitors, despite its massive $180 million cost.
With both campaigns as yet unproven, any conjecture about the failure or success is considered premature, with Tourism Australia saying recently that it may well be mid 2007 before the real response to their campaign is known.
Premier Peter Beattie and Tourism Minister Margaret Keech yesterday found it difficult to conceal their glee at the sophisticated, but fun, domestic television ad campaign officially launched in Cairns for release in Sydney and Melbourne in February, claiming that “This is the campaign Australia should have had overseas,” adding, “You have got to admit it just kills that national campaign and the thing about this is there is nothing half smart about it.” “We have actually focused on a clear message on what our strengths are.” “We have actually highlighted our natural assets and that is what people want.”
While Premier Beattie says that the theme was determined through extensive research earlier this year into target audiences and their perceptions of Queensland, it is no known if this extended to New Yorkers and Londoners perceptions’ of Queensland.
Ms Keech said, “The ads cost $1 million and another $5.5 million has been set aside to buy TV spots over the next four years, and the ads are part of a $48 million Queensland Tourism Strategy.” “This campaign is an early outcome from our 10-year plan to overhaul the tourism industry and maintain Queensland at the forefront of world tourism destinations”.
The Mole thinks we should wait and see the effect of both campaigns before judging too soon!
Report by The Mole
John Alwyn-Jones
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