Australian Tourism Advertisements

Australian Tourism Advertisements

Portfolio of Australian Tourism Advertisements

1984 - Paul Hogan series

Back in the 1980s Paul Hogan was the face of Australia and his ads were designed to target an American audience riding on the success of the film Crocodile Dundee. Good old Paul sets the scene from the very first moment, drawling from the Sydney Harbour Bridge or a beach somewhere, "America you look like you need a holiday, a fair dinkum holiday. In the land of wonder, the land downunder."

2004 - “Australia: A different light”

A $360 million global marketing campaign with five TV advertisements including this one of Delta Goodrem on vocals singing "I can sing a rainbow". Too sweet for some perhaps?

2006 - “Where the Bloody Hell are You?”

In 2006 it was "Where the Bloody Hell Are You" from Tourism Queensland, a cost of $180 million, that was later described as a "rolled gold disaster" by PM Kevin Rudd. The language and colloquial humour just didn't gel overseas.

2008 - Baz Luhrman's Australia, “Arrived, Departed”

In 2008 Baz's feature film tried to put Australia back on the overseas map but a worldwide recession didn't really help to achieve that, plus the film itself didn't do that well. Tourism Australia spent $26 million on these campaign ads. The preamble of actually getting to Australia is a bit long but it does embody some of the spirit of Aboriginal people although it could be too arty for some. The child actor Brandon Walters is mesmorising.

2010 - “There's Nothing Like Australia”

This is possibly the most awaited commercial in recent times and part of a $180 million global marketing campaign. It features everyday Australians singing about their nation (even those that can't hold a note too well - thankfully they didn't ask me) instead of only celebrities. That means ferry captains, koala bear holding zoo keepers, surfers, aboriginal kids, piano players and opera singers. Some of the shots are definitely a little cliché especially the opening of two surfers watching the sunrise. As one says to the other, "There's nuthin' like it is there?" a pod of dolphins breaks the surface. But then again, that's many people's daily experience in this country.

Promotion activity, in fact, a business communications company interest, embodied in a transmission-reception of various information between businesses and environmental or external. Modern companies have complex communication systems, it accomplished in various ways and feedback type mechanism.

Campaigns that are intended to inform consumers about the different tourist destinations was one of the responses of firms of interest to the rising expectations of consumers on products and services of interest and demand for such diversification, so the campaigns of this kind bring to the fore features defining the attractiveness of tourist destinations, from the natural, cultural or social, suggesting that consumers may benefit most from all this (only) by calling the products and / or services of travel agencies.

Printed advertising is one of the most common ways to implement advertising campaigns carried out in ...