Destination Marketing: Tourism Australia's Controversial Campaign
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Case Details:
Case Code : MKTG197
Case Length : 21 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Available
Organization : Tourism Australia
Industry : Tourism
Countries : Australia/ Global
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
History of Australian Tourism
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Australia is an island continent located in the earth's
southern hemisphere comprising the world's smallest continent of Australia, the
island of Tasmania, and a number of other small islands (Refer to Exhibit I for
a brief note on Australia). Over the years, Australia made a name for itself as
a strong destination brand (Refer to Exhibit II for a brief note on Destination
branding).
Realizing the importance of tourism to the nation's economy, Australia had been
promoting its tourism industry since the 1960s (Refer to Exhibit III for history
of Australian tourism: A timeline). In 1967, the Australian Tourism Commission (ATC)
was established with a funding of A$ 1.5 million...
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The Problem
Despite Australia being a strong destination brand, the problem that the newly formed Tourism Australia faced was that the number of tourists actually visiting Australia did not match the number of people who had shown an interest in visiting the country. Australia performed well in a number of destination ratings and scored high on brand recall...
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Preparing for the New Campaign
The 'Bloody Hell' campaign was started by the Australian Government in
2006 to increase the tourist inflow into the country. The campaign was
designed by the Sydney office of the advertising agency M&C Saatchi
(Saatchi) .
Saatchi had earlier designed the successful campaign, "100%
Pure New Zealand" for promoting tourism in New Zealand. The important objective of the campaign was to cash in on the awareness created through previous advertising campaigns and convert them into actual travel bookings... |
Launching the New Campaign
The campaign was launched by Fran Bailey (Bailey), then
Australian tourism minister, on February 27, 2006. The advertisements of the
campaign featured a total of eleven scenes and thirteen still images. The images
and scenes showed the diverse range of experiences on offer in Australia...
Excerpts Contd...>>
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