Tourism Australia gone wrong - a marketing lesson
Even large organisations get their marketing message mixed. Tourism Australia now says they want a longer term approach for their advertising campaigns. They want to copy what New Zealand and Victoria have done.
Boy... You'd think that with their history, the amount of money they spend, and the expert help they get from advertising agencies (charging a fortune for advice and creativity), they would have made this decision years ago.
But they didn't.
They've been using a bits-and-pieces approach. Trying to hook on to the latest fad (such as the ill-fated Australia movie).
The difference is now they say they wnat their own identity for Australia - like New Zealand has done with '100% Pure' and Victoria has done with it's 'Jigsaw' campiagn - both of which have run for many years.
Lesson: How can you create your own business identify? Be smart... Don't leave yourself to the ebb and flow of the latest fad or market trend.
Labels: advertising, entreprenuers, small business, sme marketing
posted by Stuart Ayling @ 3:41 PM
2 Comments:
At 9:04 AM,
Laynie: the Marketing Muscle said…
Be true to yourself, and what is uniquely you. In a recent country branding survey, Australia dropped from first place for the first time in three years, to be replaced by the USA. In the midst of the GFC, the USA brand is the #1 country brand globally. Previously, Australia has many successful campaigns promoting our core values and benefits with a relevant offer and call to action. Why do Tourism Australia feel that they have to copy NZ and Victoria, when once we were market leaders?
At 11:41 AM,
Stuart Ayling said…
Thanks for your comment Laynie.
I think the 'grass is greener on the other side' syndrome chips away at the Tourism board (and lots of other companies!). They seem to flip flop around with their focus.
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