TA boss: Kangaroos still have a place in our ads, despite what Packer says
Tourism Australia managing director Andrew McEvoy has hit back at claims by James Packer that images of the outback and kangaroos in Australian tourism ads are tired and outdated, saying people travel to “experience difference”.
In an article published in The Age’s Business Day last week, Packer said people who visit Australia most want to spend time in the cities and that continued use of natural attractions and fauna in marketing material was outdated and targeted the backpacker market.
“I have spent a lot of time in WA and outback Australia and I love these places. But the reality is that places like Bungle Bungles and Arnhem Land can only support and accommodate a small number of visitors. The majority of tourists want to go to man-made attractions, not the outback,” he said.
In a speech to a dinner organised by the National Tourism Alliance, McEvoy argued: “Images of kangaroos, koalas, the Opera House, Harbour Bridge, reef, Outback and Great Ocean Road might seem like a cliché for Australians, but we also show nightlife, contemporary Australian cities, and our enviable lifestyle.
“So why would we want to promote ourselves in a generic way in this increasingly homogenised world?”
McEvoy said that Australia ranked second overall in the FutureBrand study of country brands in 2010.
He added TA’s strategy isn’t only about the ads but through word of mouth, a core principle of its There’s Nothing Like Australia campaign.
“Australians are very passionate about their country and their word of mouth has resulted in 30,000 personal stories and images being uploaded to our campaign website. These are now on show to the world to influence others to travel here,” he said.
“Traditional marketing and PR still have a place but increasingly we need to look at other ways to get our message across – whether it is on Facebook, via bloggers or advocates like Oprah Winfrey.”
McEvoy will reveal the inside story on how Tourism Australia brought Winfrey to the country at the Mumbrella360 conference next month.
topics
Andrew McEvoy
James Packer
kangaroos
Marketing
Media
Mumbrella360
The Age
tourism
Tourism Australia
TV ads
Packer’s a fool and is so far removed from the everyday traveller that I’d take his comments with a grain of salt.
The most frequent comment I get when I travel is – “You’re from Australia? Do you have kangaroos near you??” and every single person I’ve met that’s come out here has gone nuts when I’ve taken them to Brimbank Park, or seen wild Roo’s out at Lysterfield.
Brazilian, French, Chinese and Americans all included. Not to mention our English next door neighbour – who’s been here for 7 years and still loves them.
User ID not verified.
Jamie lives in his own world, of casinos celebrities and fantasy, which all revolves around making money, for his empire. How ever whilst Trevor is able to quote all these feel good figures, generally Tourism in Aust, is a number major issues to overcome: over priced poor service and very expensive to get around because of the huge distances invloved. Me thinks the truth is somewhere in the middle.
User ID not verified.
Australia is extremely lucky to have internationally recognizable and desirable “icons” all over the place – man-made and natural. Our FutureBrand Country Brand Index shows that Australia’s brand appeal is a balance of lifestyle (including urban) factors and natural environment. So both have a place in the marketing of the country. But as Chris notes, even though we can show that people want to come, and those that do are shown to be advocates, the biggest challenge is to address the barriers of cost and distance – and these are essentially policy and infrastructure challenges, not marketing ones. And if we can nurture a business environment that makes Australia the best place in the world to invest and innovate for tourism operators, then we’ll have a sustainable asset.
User ID not verified.