A lot of hoo-haa but maybe the marketers were right?
The proof of the pudding is definitely in the eating and the results of Tourism Australia’s new $180 million ad campaign are only just starting to come in.
Obviously with this sort of money being spent there were heaps of focus groups. Apparently 47,000 people across key markets including China and India responded. The campaign is only days old but in 96 hours there were 45,000 website hits from interested people overseas – approximately 24,000 Americans, 10,000 British and people from as far away as Peru and Slovenia have already viewed the new campaign at the dedicated website www.wherethebloodyhellareyou.com.
I really enjoyed reading the comments put out by Minister Fran Bailey in her Feb 27 media release:
When we tested the campaign, we found that it grabs their attention:
It?s distinctive and authentic
It delivers a genuine invitation
They get it
It challenges their perceptions
I think it should ‘cut through’ what about you?