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 Contd...
Controversy and Criticisms
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The 'Bloody Hell' campaign attracted controversy immediately
after its launch. The campaign was criticized in some of the target countries
for using swear words like 'Bloody' and 'Hell' and for its allegedly crude
content.
The advertisement campaign was released in the UK, Australia's most valuable
market, in March 2006. (Refer to Exhibit VI for the top 10 source countries for
short-term visitor arrivals into Australia) The advertisement was banned in UK
for using the word 'bloody' and, UK's Broadcast Advertising Clearance Center (BACC)
instructed Tourism Australia authorities to drop the word 'Bloody' from the
ad...
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The Results of the Campaign
Many critics described the campaign as a failure right from
the first year of its launch. In the first year of its launch the number of
tourist arrivals actually fell. In October 2006, the number of UK tourists who
visited Australia fell by 2.3 percent compared to the preceding year. The number
of Japanese tourists fell by 5.7 percent while the number of German tourists
dropped by 4.7 percent...
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Outlook
Some experts felt that the failure of the 'Bloody Hell' campaign had
dented the image of Tourism Australia as its predecessor, ATC, was
considered an expert in destination branding. Analysts said that apart
from the loss in tourist numbers and revenues, the controversy might
tarnish the image of brand 'Australia' itself. They said that Australia
should take urgent steps to control the damage caused by the failed
advertising campaign and design a new campaign to stop the decline in
tourist numbers, more so in view of the emergence of new tourist hot
spots like India and Malaysia... |
Exhibits
Exhibit I: A Brief Note on Australia
Exhibit II: A Brief Note on Destination Branding
Exhibit III: History of Australian Tourism: A Timeline
Exhibit IV: Logo of Tourism Australia
Exhibit V: Some Scenes from the 'So Where the Bloody Hell are You?' Campaign
Exhibit VI: The Top 10 Source Countries for Short-term Visitor Arrivals as of
February 2008
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