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.
Hhmmm,
Great strategy here…….should the execution not be longer? Is there a campaign solution as well?
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!
Erm, so Tourism Australia is spending $10m on an advertising campaign to debunk the stereotypes that it perpetuates in its advertising. Brilliant.
$10 million to change the perceptions of the whole of SE Asia? Super Bowl to rice bowl. Laughable.