Queensland Tourism leader questions Tourism Australia campaign
Queensland’s tourism sector has raised fresh concerns over the controversial ‘where the bloody hell are you?’ marketing ads.
The $200 million campaign was launched by Tourism Australia in February and has been compared to the famous 1980’s ads where comedian Paul Hogan urged tourists to head ‘down under’.
It aims to sell the Australian ‘brand’ but Stephen Gregg from the Queensland Tourism Industry Council and former CEO of Tourism Queensland says it may not have been the right approach. “We’re not focused enough on getting the numbers through the door,” he said, adding, “We are too focused on awareness and I think there’s got to be a balance between ‘brand’ and actually selling some holidays.”
But Tourism Australia’s managing director Scott Morrison makes no apologies for the campaign, saying “Australia is the product we are trying to sell and that’s where our focus is, Mr Morrison says it’s too early to assess the campaign’s impact.”
Graham Muldoon
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