Tourists know us, love us, leave us alone…………
The Fin. Review (8 Nov 2006) reports that more than 1500 international travellers and travel and hospitality industry executives surveyed by brand development company FutureBrand and public relations firm Weber Shandwick ranked Oz as the number one country ‘brand’ world-wide – up from second place a year ago (Italy fell from first place to third and the US moved from second to third).
BUT the ‘bloody hell’ campaign, in nine months, has failed to convert this positive view into ‘travel behaviour’ – the obvious campaign goal:
FutureBrand Managing Director Tim Riches says “Like any well respected brand, a country is made up of a range of attributes and values….this report shows Australia has successfully pulled together each of its aspects to promote a clear picture of itself to the rest of the world.”
Although Australia finished first overall it didn’t top any of the individual categories (listed below) and tourism operators are saying they don’t want people just to think Australia is a nice place to visit, they want them to come here!!
The highest rankings Australia received were for outdoor activities/sports and the country where business travellers wanted to spend personal time, and here we ranked behind NZ and the US respectively.
The best country ‘brands’ in the world
Best overall: Australia
Best for families: US
Best for shopping: US
Best for outdoor activities/sport: NZ
Best for beaches: Bahamas
Most authentic: India
Most exotic: Peru
Best value for money: Thaliand
Best natural beauty: NZ
Calling tourism operators – what are your thoughts?