Tourism NT calls on city dwellers to ‘get out of your state’
Tourism NT has launched a ‘get out of the state you’re in’ campaign poking fun at the Melbourne, Sydney and Adelaide stereotypes featuring videos from less known media identities in each city.
The Melbourne spot features radio host and comedian Harley Breen, Adelaide’s is hosted by YouTube star Alex Williamson while comedian Tanya Hennesey shares things Sydney people never say.
Ah yet another Sydney ad focused on the adland lifestyle. Most of Sydney’s population have no idea what Gelato Messina is let alone been there…. surprised “queues at BJ carpark” or “easy to get a bus at Taylor Square” didn’t get a mention. there is a world beyond the Inner East and Inner West.
This industry is so insular.
Perhaps moderately cashed up inner city hipster narcissist w#$%s (18-35), looking for insta-like-worthy experiential holiday photos that provide them with some fragment of identity and self-worth is the target market. In which case, I think this is great.
Time for a holiday.
And the Melbourne comment in the Sydney ad. All Sydney people I’ve asked like Melbourne. It’s only Melbourne people who think there’s a rivalry.
Another incorrect brief that ignores the fact that 1.2+ million Aussies choose to go to Bali instead of a local destination. The insight that it’s better to go somewhere else on a holiday is not an insight.
Agreed, and fundamentally many of those decisions are based on finances. We go to Bali annually, we stay in divine locations that aren’t inexpensive, unlike others that do it on a budget – each to their own really. However to holiday in Australia, generally, in more remote locations like NT and or The Kimberley, the cost is exorbitant. We’re not prepared to drop $15k on an interstate trip, no matter how mind blowing it is, when fundamentally the accent is replicated, the food pretty well similar and we’re not getting a cultural hit that makes us actually feel like we’re on holiday.
*Lululemon