Tourism brands are becoming a ‘foggy mess’ for consumers argues Tourism Tasmania boss
Taylor
Tourism Tasmania’s head of marketing has warned many of Australia’s tourism brands are becoming a “foggy mess” because they are all using the same imagery in their campaigns.
Speaking at today’s PRIA National Conference, Guy Taylor admitted the state’s latest campaign, which is intentionally different from the traditional campaigns, did not test very well before it went to market.
“We knew absolutely unless we focused on our competitive differentiation – that’s less on being similar to everyone else and more on what makes us different – we were in a whole world of trouble,” said Taylor, adding Tasmania had the second lowest tourism spend in the country in front of only Canberra.He argued consumers want reality and they will accept mistakes as opposed to a beautiful, generic experience.
Couldn’t agree more with this. Every time an ad comes on with food, wine and exotic scenery it’s anyones guess as to which State it’s for. Would love to see them mix up their formula a bit and give us something new!
Bravo.
I loved the “Lose yourself in Melbourne” campaign. The ball of string was a great creative device and became a unique brand cue for the city. Great creative idea 🙂
Matt – I agree. The ball of string had good impact and was a great device to tell the Melbourne Laneway story – one of Melbourne’s differences.