Tourism Australia pushes ‘how it feels’ to visit using virtual reality for global marketing push
Tourism Australia has unveiled its new global marketing campaign with the agency hoping its use of virtual reality, and Hollywood superstar Chris Hemsworth, will give it the edge over rival destinations vying for the tourism dollar.
https://www.youtube.com/watch?v=2ITeIca-JvI
The focus of the latest push falls on how it feels while you are hollidaying in Australia, with the spotlight on coastal and aquatic product from across the country.
It will include 17 virtual reality experiences and 360 degree videos, the first time Tourism Australia has used such technology to entice visitors.
I guess its lucky there aren’t plenty of nice beaches elsewhere in the world. Oh wait.
If the ad made you FEEL something then that would work.
Unfortunately, in my opinion of course, it lacks emotion, so there is little connection.
The shots are beautiful but that is the cost of entry in tourism advertising.
Talk about the lack diversity. Where is that multicultural country of ours shown at any point in this tasteless ad?
I was fully prepared not to like that….but I was surprised. Yes a bit same same, but actually a really nice piece. Well done to those involved (and great song)
to “thanks”
if you watch quite closely there are 2 aboriginal hands lighting a fire.
for the 20-35yr old beautiful white people demographic, one assumes the “multicultural/diversity” box has been well and truly ticked!
It’s all very nice … but boring. It’s all been done before. The world knows we have awesome beaches – but what else? Tourism Australian should be selling experiences and not just beaches. Totally missed the mark – again.
Yes, far too many boxes being ticked. Seems just when the blend of natural beauty, words and music might reach an emotional point something banal comes up. The mandatory Restaurant Australia food shots being a case in point. Nothing like a shot of someone gobbling an oyster to stir the soul. When will TA come to the realisation that food is not going to get many people to fly here from the other side of the world? Spectacular coastal scenery can but, as said, just another beach won’t. Like the ‘something you feel’ angle though.
If the aim was to present Australia as beautiful but dull – mission accomplished.
The ads are only marginally different from those of the previous campaign created by DDB Sydney. Same music (different arrangement) and same slogan (nothing like Australia). Just another set of pretty images. Where is the creativity?
The creativity is in the experience of it & the distribution, more so than the idea in the content itself. I love that new technology is getting mainstream attention now like this and no longer a nerdy tech boffin thing. Good one. Nice work @Finch & @vrse.works – you’re on my radar that’s for sure.