Tourism Australia kicks off $10m campaign to debunk stereotypes of what Australia offers
Tourism Australia has launched a $10m campaign in South and South East Asia to debunk stereotypes of what Australia has to offer and challenge common misconceptions.
Created by Clemenger BBDO Sydney and UM, the ‘Undiscover Australia’ campaign targets travellers from India, Singapore, Malaysia and Indonesia by showing unexpected activities and experiences Australia has to offer.
Each video shows a stereotypical activity tourists often do when visiting Australia, such as seeing a kangaroo and koala, and then suggests a contrasting and unexpected idea like swimming with the sharks.
The campaign is a extension of Tourism Australia’s ‘There’s Nothing Like Australia’ brand platform which initially launched in 2012.
Lisa Ronson, chief marketing officer at Tourism Australia, said in a statement to Mumbrella: “One of the biggest challenges that we face in this region is that travellers think they know Australia. This campaign is all about uncovering the some of those less well known, hidden gems and inspiring people to come and see a side of Australia they perhaps didn’t know existed.
“The rapid rise of social media has had a huge impact on how consumers choose travel destinations, with people now travelling to places where they know they can get that killer Instagram shot.
“This campaign taps into this trend by highlighting some of Australia’s ‘lesser known’ experiences that will really capture people’s attention.”
Tourism Australia is currently pitching its creative account.
Its current agency of record Clemenger Sydney won the account in 2013.
The campaign is running across online, social and outdoor.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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Hhmmm,
Great strategy here…….should the execution not be longer? Is there a campaign solution as well?
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I think making executions that fit into the media placements that exist and will be used (like the 15s here) is exactly what’s needed… A 90s version will be unlikely to see much daylight outside of trade press!
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Erm, so Tourism Australia is spending $10m on an advertising campaign to debunk the stereotypes that it perpetuates in its advertising. Brilliant.
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$10 million to change the perceptions of the whole of SE Asia? Super Bowl to rice bowl. Laughable.
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