Tourism Australia focuses on culinary credentials in first Clemenger BBDO campaign
Tourism Australia is continuing with its ‘There’s nothing like Australia’ positioning but shifting the focus to the food and drink the country has to offer in its first major work since Clemenger BBDO Sydney won creative duties nearly a year ago.
The new $10 million campaign, which was flagged last September by the body, aims to convey the idea that Australia is the world’s greatest restaurant through showcasing the various food experiences available around the country from Uluru to the cities and the beach.
The three-minute film, the first by Clemenger for the body since it won the lucrative account last May from DDB, utilises a remixed version of the song ‘It’s Like Love’ which was at the centre of the last major work in 2012, which had a production budget of $4m and a media spend of $250m, with a focus on attracting more Asian visitors.
pretty.. average music, not inspired, and it seems to only say “sydney” “gold coast” and “Uluru” in any obvious way… Might get a lot of bookings for that – but what about the rest of Australia? Might be in the Ad, but wouldn’t know where it is .. Delicious looking food, same same destinations. Can’t tell if it hits the mark unless i saw the brief, really wanted to love it, don’t.
Well done and a good showcase of Australia’s amazing culinary landscape. The article quotes “We believe this is going to have some major impacts in our principal markets – the UK, the US, China, Japan, Korea – but really, across all markets…” While the film is nicely done, it showcased too much of what does not appeal to everyone “Across all markets”, beer and wine, pork, and left families with children, etc. out. A bit too narrow of a niche, is it not?
Great vision and theme but they have destroyed a perfectly good song.
The original sound track would have work just as well without the try hard remix and auto-tuning of Dewayne Everettsmiths voice.
If food is their new strategy, I’d be offering Steve Coogan and Rob Bryden an awful lot of money to film The Trip series 3 in Australia.
generic / average / could be anywhere if you take away the landmarks…
Beautifully shot but that song is awful!!!!
Breathtaking, I’m proud to have that represent my home, tough brief, great work.
Crap. Lost interest after first 10 seconds.
you can’t possibly create a tourism ad that appeals to all markets. That’s a ridiculous assumption and quite immature.
A touch of Baz Luhrman’s cinematography excellance and indulgence but not as smart or evocative as the current SA ads.
umm..no bush tucker? isn’t this a segment we’re trying to grow, and which would appeal to visitors? Would have been good to show some more diverse shots – people on a bush tucker tour (all those foreign chefs coming here to do just that can’t be wrong) and some of our artisan products – Tassie cheese, SA olives, etc. Not sure this ad will have foodies frothing
Beautiful. I don’t know how many boxes they had to tick but it looks to me like great scenery, great looking food – makes me want to sit somewhere outside and take in the view while I gobble down my (sadly) low-fat uninspiring lunch.
OH MY GOD. A work of art. Toia is so masterful – perfect match with this lush scenery.
@ ohmygod…FFS
Would love to see the brief but regardless, the video as presented lacks the oomph to grow the segment. Some great imagery there but what is presented is more conducive of promoting a region or a city at best. What happened to all the other amazing destinations that are left completely out and connecting certain foods to certain regions and tell a more compelling story? The video depicts Australia as a singles, night-life, food-haven destination where you can wine and dine very nicely so bring a lot of cash and don’t leave home without them. Sorry but the boat was missed on this one! A lot is missing to showcase Australia and all the great destinations and regions and what each region has to offer. The idea might be good, but the execution and music is a far cry from hitting the mark with the intended audiences and falls way short of communicating the lifestyle, fun, adventure and unique, one-and-only Australia. On a final note one would question the content strategy and the media plan intended for this 3′ video and this campaign and if they are about to throw good money after bad.
Pretty, yes. But as usual by trying to appeal to the whole world with one idea, will resonate pretty averagely in just about every market as well. For instance, it’s launching first in Asia where the family market is key, but is almost exclusively speaking to upmarket couples. Someone also needs to check the just join the dots logic of the research. (Does anyone really think that the promise of a good feed and a decent glass of red will be the tipping point for currently side-lined Americans and Europeans to travel to the other side of the world?). When this done there may be a few tax payers wanting their money back.
The longer the film goes, there is stronger communication on food & wine but overall, I agree the message takeout is more on the scenery and region than the food & wine. You can see beautiful scenery in Australia and eat and drink well whilst doing so.
Not quite sure it communicates Restaurant Australia. Lack of confidence in the product maybe? You don’t need to be at Uluru or Whitehaven Beach to get good food & wine in Australia.
Hmm, hopefully in the cut down versions, a more single minded food and wine message will come through.