Tourism Australia Marketing Campaigns

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Australian tourism campaigns have often been in the news, sometimes for good reasons attracting attention, other times questions about the campaigns including the most recent ‘Philausophy‘.

Tourism Australia's latest campaign 'Philausophy' attracts criticism.

Tourism Australia Marketing Campaigns (Image copyright Pexels)

The ‘Philausophy’ campaign is self-indulgent wank, and a crime against Australia

Tourism Australia’s latest ‘Philausophy’ campaign has “desecrated” Australia and is appalling, self-indulgent wank, according to creative director and senior copywriter Mark Farrelly.

November 1, 2019 10:52

by MARK FARRELLY

What happens when you give a government department $38m dollars of our money? You get a pile of self-indulgent wank that’s an embarrassment to our nation.

You would think after the unmitigated disaster that was ‘Where the bloody hell are you?’, Tourism Australia would have learnt a lesson. But clearly, it did not.

The campaign after that was completely forgettable. Can you remember it? Bet you can’t. It passed like a ship in the night. The only thing memorable about it was the fact its weak, pathetic slogan was grammatically wrong.

There’s nothing like Australia? No people. Australia is a place. A location. It is somewhere, not something.

There’s nowhere like Australia would have made sense. I’m not saying that’s great. But it’s okay.

Rule one of tourism advertising: you are advertising a destination.

So it’s not surprising that when you have a team of people so unable to use even basic English, they are going to come up with something even more appalling than before…

…The campaign after that was completely forgettable. Can you remember it? Bet you can’t. It passed like a ship in the night. The only thing memorable about it was the fact its weak, pathetic slogan was grammatically wrong.

There’s nothing like Australia? No people. Australia is a place. A location. It is somewhere, not something.

There’s nowhere like Australia would have made sense. I’m not saying that’s great. But it’s okay.

Rule one of tourism advertising: you are advertising a destination.

So it’s not surprising that when you have a team of people so unable to use even basic English, they are going to come up with something even more appalling than before.’

 

What had happened before?

 

Tourism Australia looks beyond ‘controversial campaign

‘”Where the bloody hell are you?” has gone the way of the “shrimp on the barbie” – into the dustbin of advertising history.

It is two years since the Government unveiled the confrontational slogan to sledge people into coming to Australia, and now it is being dropped.

The $180 million campaign generated much publicity around the world but did not generate any major increase in visitor numbers.

Tourism Australia is also set to review its contracts with advertising agencies as it opens one of the country’s largest advertising accounts to tender.’

 

What is the issue or challenge round tourism marketing?

 

The Best Job in the World” & Beyond in a Brave New Marketing World

“Not since Willy Wonka and the golden tickets hidden in chocolate bars, has something come along like this.” Editor, The Sunday Times, United Kingdom

Investing heavily in content but not communication channels to reach prospective tourists, however, Queensland’s ‘Best Job in the World’ did gain attention globally through having travellers create the content.

The challenge was to convey to the rest of the world, in an already saturated global travel market, that surrounding this vibrant living organism was tangible product and a new tourism story for Australia…

….By the end of 2008 the groundwork was laid, the tourism regions and operators along the 2300 kilometre of the Great Barrier Reef had come on board under the “Islands of the Great Barrier Reef” banner, we had agreement from our international travel partners to start including Islands of the Great Barrier Reef product into their packages and marketing collateral had been produced.  Now all we needed was an idea or a “hook” to sell the Islands of the Great Barrier Reef to the world.

Stage two was the big idea itself.  Brisbane-based creative agency SapientNitro was given a brief to devise a campaign to promote the Islands of the Great Barrier Reef.  While several ideas were floated we realised that “The Best Job in the World” was The One; a dream job offering one candidate something priceless, the role of Caretaker of the Islands of the Great Barrier Reef with six months to explore the Islands of the Great Barrier Reef while based in a luxury house on Hamilton Island for a pay cheque of AUD150,000.

While the caretaker’s duties, cleaning the pool, feeding the fish and collecting the mail, were tongue-in-cheek, for the campaign to work, it needed to be a real job…..

….Then on a cold January morning they opened up the newspaper or turned on the television and were hit by a ray of Queensland sunshine; an advertisement for “the best job in the world” with the initial criteria of “anyone can apply”.  The application process simply asked people from around the world to submit a one minute video of themselves telling Tourism Queensland why they deserved the best job in the world….

….On 6 May 2009, Ben Southall, a 34-year-old British charity events organiser, was announced as the successful candidate for “the best job in the world”.  In the first 24 hours of his announcement as the successful candidate, Ben undertook more than 100 media interviews and featured in news stories around the globe.

Two months later on 1 July 2009, Ben started his role as the Caretaker for the Islands of the Great Barrier Reef.  During his stint he visited almost 100 Queensland destinations, fielded more than 450 media interviews and posted more than 60 blogs of 75,000 words, 2,000 photographs, 47 video diaries and more than 1,000 tweets….

….The estimated publicity value of the campaign topped AUD430 million and penetrated almost every country on earth.  Not bad for an investment of around AUD4 million over the three-year life of the campaign.’

 

Ongoing issue of direct communication with prospective tourists

 

Campaign fantastic but let down by one oversight by QLD Tourism, no direct channel via their global web presence to contact or make an enquiry in one’s own language, locally.  However, this is where Tourism Australia has been quietly creating a global web presence and physically through local travel and related representatives trained as ‘Aussie Specialists’ with resources made available online via ‘Aussie Specialists Club’.

As important, mostly ignored, are the significant digital marketing resource created by Aussie Specialists developing their own web presence targeting geographic, cultural and linguistic regions.

Result?

Most related web searches would find the relevant Tourism Australia website then finding travel planning and an Aussie Specialist travel agent would only be three clicks away; digital marketing 101.

For more blogs and articles about digital marketing and marketing strategy click through.

 

 

 

 

 

Globalisation of Islamophobia and Antisemitism by White Nationalists

In recent years both Islamophobia and antisemitism have come to the fore in US, UK, Australian and European politics, media and social narratives, emanating from white nationalism, conspiracy theories and Nazi ideology.

Following are excerpts from an article by Nafeez Ahmed explaining the co-dependence and shared ideology of Islamophobia and antisemitism in the US white nationalist movement, now in the mainstream and coursing through social narratives including the ‘great replacement’ theory.

From the Foreign Policy in Focus:

Behind Islamophobia Is a Global Movement of Antisemites

By Nafeez Mosaddeq Ahmed

The global rise of white nationalist violence proves that the threat of fascism is not just
about one community — it threatens all communities: white people, black people,
Muslims, Jews, and beyond.

The spate of mass shootings at the end of July comes head on the heels of an escalating epidemic of U.S. gun violence. Since the beginning of the year, there have been at least 257 mass shootings, which have killed 9,080 people. This is nearly triple the number of people that died on 9/1 1 , the terrorist attack which justified U.S.-led wars that have killed at least a million people.

Over the last decade, nearly three quarters of terrorist attacks on U.S. soil have been
linked to domestic right-wing extremists, with just a quarter linked to Islamists. And in
201 8, every terrorist murder in the U.S. was linked to the extreme right.

The ideology of extreme white nationalism is now a bigger U.S. national security threat,
and a bigger cause of death, than Islamist terrorism or immigration. Yet millions of white
Americans have been brainwashed into believing the exact opposite….

 

The shared ideology of global white nationalism

In one of these tweets, Hopkins openly endorsed the rise of extreme nationalist
politicians around the world, including Brazilian president Jair Bolsonaro, Italian interior minister Matteo Salvini, Hungarian prime minister Viktor Orban, and leader of the Polish Law and Justice party (PiS) Jaroslaw Kaczynski.

All four politicians have promoted divisive, xenophobic policies….

 

The making of the ‘great replacement’ mythology

It is now widely recognized that at the core of this shared far-right ideology is the so called “great replacement” theory, which posits that a genocide of white people is being achieved through their replacement by migrants, mostly from Muslim countries (or, in the United States, from Latin America).

The overlapping xenophobic agendas of these politicians illustrates how latent Antisemitism remains a driving force in this global movement, which nevertheless masquerades under the guise of anti-migrant and anti-Muslim sentiment as a mechanism to achieve mainstream reach…

…In short, the focus on a “Muslim invasion” through a combination of mass immigration and birth rates allowed far-right groups inspired by neo-Nazi ideas to rehabilitate themselves and conceal their traditional anti-Semitic roots.

It is no surprise then to see that many of the groups that have played the biggest role in
spreading the core tenets of the “great replacement” mythology through the specter of a
global Islamist conspiracy are simultaneously allied with longstanding white nationalist
movements…

 

Widening the net

After 9/1 1 , the U.S. government launched a major multi-agency investigation into
terrorism financing across multiple agencies known as Operation Green Quest, focused
on uncovering Muslim charities operating as “front organizations” for terrorists.
The problem was that U.S. government agencies like the Treasury Department, FBI and
many others had a nebulous and weak understanding of the Muslim world, often leading investigators to see connections and ties which were not there and to read conspiratorial meaning into every association or relationship that might potentially link individuals or organizations to extremism — however tenuous….

 

Far-right penetration of the FBI

Indeed, part of the problem is that for years the FBI has suffered from institutional
Islamophobia.

FBI training manuals obtained by Spencer Ackerman for Wired revealed that after 9/1 1
the agency was teaching its counter terrorism agents that “main stream” [sic] American
Muslims are likely to be terrorist sympathizers; that the Prophet Mohammed was a “cult
leader”; and that the Islamic practice of giving charity is no more than a “funding
mechanism for combat.” And “combat” can include numerous techniques including
“immigration” and “law suits”. Thus, a Muslim who immigrates to the U.S. or sues the FBI
for harassment is seen as just another agent of the jihad….Rather the “Muslim invasion” narrative is central to the goal of legitimizing a broad, xenophobic agenda rooted in anti-Semitic movements historically aligned with neo Nazism.

The alliance between Islamophobes and anti-Semites

That is why so many of the same groups promoting Islamophobic myths play a lead role
in amplifying white nationalist concepts…..

….I described this alarming phenomenon as a form of “reconstructed-Nazism,” “indicating that the core ideology [of the global far-right] embraces core Nazi principles, but embeds them in a range of cosmetic narrative adjustments which allow those principles to function subliminally in a new post war, anti-Nazi, and post-9/1 1 global cosmopolitan context.”…

Conclusion

…The upshot of this is clear: Jews and Muslims cannot afford to be at loggerheads in the fight against fascism. Both communities are in the firing line of a global far-right agenda advanced by groups and political parties forged in the historic bowels of Nazism.

Whatever their political differences and disagreements, both communities need to forge
bonds of solidarity in the struggle against racism. If they are to survive, our communities
have no choice but to resist being distracted by efforts to divide us and turn us against
each other, which is a deliberate far-right strategy to debilitate both Jewish and Muslim communities. Instead, we need to identify new lines of strategic cooperation to resist and disrupt a global far-right movement which threatens not only our communities, but the very foundations of our democracies.

This means that no matter what our political leanings might be, the struggles against
Islamophobia and anti-Semitism are fundamentally about the same thing: protecting
diverse, inclusive, and free societies.’

For more articles and blogs about the political issues regarding immigration, population growth, white nationalism etc. click through.

Cars Killing Cities and Citizens

Article discussing issues, assumptions, entitlement and habits round the use of motor cars or vehicles in urban areas in America, same issues exist in Australia.  Often if not always accidents, injuries, deaths, more roads, car parks, traffic congestion, bitumen or asphalt, fossil fuels and pollution are never questioned or linked to car usage.  However, if question do arise about pollution, traffic congestion etc. the deflection used is blaming ‘immigration’ or ‘population growth‘ rather than focus upon the incentives e.g. salary package tax breaks and lack of disincentives e.g. discouraging private motor vehicle usage.

Car or vehicle usage and infrastructure costs not questioned

Cars, Roads and Fossil Fuels (Image copyright Pexels)

From The Week: ‘American cities need to phase out cars

Ryan Cooper

August 19, 2019

On August 12, a man named Umar Baig was driving illegally in Brooklyn — speeding his Dodge Charger down Coney Island Avenue far, far above the speed limit of 25 miles per hour. At the intersection with Avenue L, he ran a red light, and smashed directly into the side of a Honda SUV.

The collision was so violent that Baig’s car lifted the Honda completely off the ground for a split second in the process of flinging it at high speed across the oncoming lanes of Coney Island Avenue — where the SUV crushed a cyclist named Jose Alzorriz, who had just pulled up to wait for the red light Baig blew through. Bystanders lifted the car off him, but Alzorriz later died of his injuries. (A pedestrian and the Honda’s driver were also injured, but not fatally).

This was the 19th cyclist killed by a car in New York City so far in 2019, in addition to 69 pedestrians — as compared to 10 and 107 respectively in the whole of 2018. For reasons of safety and basic urban functionality, it’s time to start banning private automobiles from America’s urban cores.

The basic problem with cars in a dense urban setting like New York is that they go too fast and take up too much space. Dense cities are enormously more energy efficient than sprawling suburbs or exurbs because apartment buildings and row houses are far more efficient to heat and cool than single-family homes (due to shared walls), larger enterprises can take advantage of efficiencies of scale, and because lots of people packed into a small area enables highly-efficient mass transit. New Yorkers emit only about 2.3 tons of carbon dioxide per person, as compared to 45 tons from residents of Flagstaff, Arizona.

A car-centered transportation system is simply at odds with the logic of a dense city. For commuters, cars take up a huge volume of space being parked at home and at work. On the road, a lane of highway traffic can transport about 3,000 people per hour under perfect conditions, while a subway can easily manage 10 times that — and many do even better. And while subways can be delayed, conditions are rarely ideal on the highway — on the contrary, every day at rush hour most are jammed to a crawl with too many cars, or slowed by some gruesome accident.

What’s more, the terrible toll of injuries and deaths inflicted on New York’s cyclists and pedestrians this year is simply what happens when one allows cars to roam free in cities. It is highly risky to allow huge, heavy steel cages capable of high speeds to be flying around crowds of delicate human bodies. It takes only a slight error or moment of inattention to get someone brutally killed.

Yet America’s urban centers were still rent asunder during its great mid-20th century car bender. Large swathes of our finest cities were eviscerated to make way for filthy, dangerous freeways, and hideous parking lots and garages. New cities were built entirely around this new transport paradigm, eating up vast quantities of land and forcing millions upon millions of people to spend hours every day stuck in traffic. Cars became a near requirement for most Americans, even in relatively dense metros.

This has left many American cities and neighborhoods without high-quality public transit, even where density is high enough that it could be supported. Big chunks of D.C., Philadelphia, New York, and many other places are stuck in a sort of no-man’s-land where bus and train service aren’t good enough to enable a truly car-free lifestyle for most residents — but driving and parking are still a monumental inconvenience.

All this is why American cities should follow the lead of European cities like Oslo and Brussels, and start phasing out private cars in their central cities…..

…..All this would be expensive and difficult in many cities, but the bigger obstacle is cultural. Even in New York, the only city in America where a majority of households do not own a car, laws are so ludicrously biased in favor of drivers that police and prosecutors are struggling to find a way to charge Umar Baig with a serious crime. A proposal to ban private vehicles from just a few blocks of the clogged 14th Street in lower Manhattan to improve bus service inspired screaming outrage from the reactionary New York Post, and has been repeatedly blocked by a judge. But perhaps once the manifest benefits of a car-free urban core can be widely seen, attitudes will start slowly shifting. Cars simply do not belong downtown.’

 

For more articles and blogs about Australian politics, Immigration and Population Growth click through.

Per Capita GDP Growth and Ageing Populations

Australian economic, political and social narratives focus upon ‘high immigration rate’ and ‘population growth’ as negatives, claiming in first article following from The Conversation that the latter masks low or declining economic growth.  On the other hand, VOX CEPR suggests a linkage between ageing, longevity and declining per capita GDP; increasing numbers of retirees may well be a significant cause?

Vital Signs: Australia’s sudden ultra-low economic growth ought not to have come as surprise

March 7, 2019 1.28pm AEDT

Australia’s big little economic lie was laid bare on Wednesday.

National accounts figures show that the Australian economy grew by just 0.2% in the last quarter of 2018. This disappointing result was below market expectations and official forecasts of 0.6%. It put annual growth for the year at just 2.3%.

But the shocking revelation was that Gross Domestic Product per person (a more relevant measure of living standards) actually slipped in the December quarter by 0.2%, on the back of a fall of 0.1% in the September quarter…..

Population growth hides it

The more insidious answer in Australia is that, for a long time, our high population growth, fed by a high immigration rate, has masked a much less rosy picture of how we are doing. And neither side of politics has wanted to admit it.

At 1.6% a year, Australia’s population growth is roughly double the OECD average, which is perhaps why we hear politicians say things like “Australia continues to grow faster than all of the G7 nations except the United States,” as Treasurer Josh Frydenberg did this week.

The good news is that standard economic theory tells us that in the long run, immigration has very little impact on GDP per capita in either direction, unless it drives a shift in the population’s mix of skills.

But in the short term, it depresses GDP per capita because fixed capital such as buildings and machines has to be shared between more workers….

But the fundamentals of the Australian economy are looking somewhat weak. Like the US and other advanced economies, we are living in an era of secular stagnation – a protracted period of much lower growth than we had come to expect.

And until we do something to tackle it, such as a major government investment in physical and social infrastructure, we will continue to face anaemic wage growth, shaky consumer confidence, and mediocre economic growth per person.’

 

The impact of population ageing on monetary policy

Marcin Bielecki, Michał Brzoza-Brzezina, Marcin Kolasa 05 March 2019

Population ageing is likely to affect many areas of life, from pension system sustainability to housing markets. This column shows that monetary policy can be considered another victim. Low fertility rates and increasing life expectancy substantially lower the natural rate of interest. As a consequence, central banks are more likely to hit the lower bound constraint on the nominal interest rate and face long periods of low inflation, especially if they fail to account for the impact of demographic trends on the natural interest rate in real time

Many countries, developed and developing alike, are experiencing a process of population ageing – fertility rates remain below the level that guarantees the replacement of the population and the average life expectancy at birth keeps increasing. As a consequence, the ratio of the elderly to the working-age population – the old age dependency ratio – has been, and will be, increasing over the upcoming decades. To give some idea on the magnitude of this process, while the ratio of elderly (aged 65 or more) to the working-age population (aged 15-64) in the euro area was around 0.25 at the turn of the 21st century, the proportion is projected to exceed 0.5 by 2050 (see Figure 1).

The demographic transition will have many consequences related to various aspects of economic activity. To mention just a few, the increasing share of elderly in populations is likely to negatively impact the growth rate of GDP per person (Cooley and Henriksen 2018) and the sustainability of pension systems (Boulhol and Geppert 2018), and will lead to an increase in the share of GDP being spent on healthcare and related services (Breyer et al. 2011)….’

For more articles about population growth and NOM net overseas migration click through.

 

 

 

Brand Trust – Social Media – Digital Marketing – Personal Customer Data

How can trust in brands be developed and maintained in an age of digital marketing, speed, mistrust and social media?

This article first appeared in The Australian on 15th February 2019, then via KPMG NewsRoom.

There are issues in trust round politics and marketing.

Brand Trust in Digital Times (Image copyright Pexels)

Brand power in the age of declining trust

Edelman’s annual Trust Barometer report in 2017 carried a headline “Trust is in crisis around the world”. A KPMG report last year found that “trust has declined in almost every major economy and many developing ones”. In a CNN interview recently, Salesforce’s founder and CEO Marc Benioff argued that “companies that are struggling today are struggling because of a crisis with trust”.

There seems no end to the brands, organisations and leaders that have lost the public’s trust. There has been a royal commission into our banks, multiple questions over Facebook’s use of personal data, cheating cricketers, fake news, church leaders charged, and political parties bickering among themselves.

It is hard to believe that some brands and organisations have turned a blind eye to building trust with customers over the past decade. Trust is the basis of all relationships, gained slowly like drops of rain but lost in buckets. It is fundamental to business, symbolised in a handshake and eye-to-eye contact. ……These brands meet the “trust” checklist in the KPMG report – standing for something more than profit; demonstrably acting in the customers’ best interest; doing what you say you will; keeping customers informed; and being competent and likeable.

There is no doubt that brand trust is more complex in a digital world, where social media and data personalisation have enabled brands to act as if they are talking to you in person. Combine that with the exponential growth of individuals’ data that can be captured; digital marketplaces; smartphones; voice technology such as Google Home and Alexa; and the algorithms and deep learning of artificial intelligence, and there are far more opportunities to get brand trust wrong. This is especially so when trust is measured at lightning speed and some decisions around brands are being made by machines acting like humans.

Data became the hottest brand trust issue last year. The biggest data breach involved the Marriott International hotel chain and had an impact on up to 383 million people on the Starwood booking database. This included more than five million unencrypted passport numbers. Facebook had multiple issues, the most discussed being Cambridge Analytica’s access to Facebook users’ data. This data was used to persuade voters to change their opinions in the last US presidential election.

Consumers started to question the trust they had in these brands: one US survey showed 71 percent of people were worried about how brands collected and used their personal data. …… Marketers also had their doubts after YouTube posted ads that appeared alongside offensive videos, leading to a number of companies and their media agencies withdrawing advertising from YouTube for a period.

In the past five years, some of Australia’s biggest companies have rushed to establish or buy into data businesses that can offer insights into the purchasing behaviour of their customers and also use that information to improve their marketing communications……

Some companies have commercialised this data by selling it to outside organisations that match it with their customer profiles, adding to the knowledge they have on their customers. Some have questioned the ethics of this, even if it is anonymous; others ask who actually owns the data – the individual or the companies?

Trust around data relies on the fundamentals: common sense says that being a friendly and helpful neighbour is better for a long-term relationship than being annoying or remote. The personal customer data a business holds needs to be treated in the same way. In a business environment where consumers have more choice than ever, as well as more transparency and lower barriers to switching brands, boards, CEOs and marketers cannot ignore the need to invest in brand trust.

 

For more blogs and articles about digital marketing, social media marketing and consumer behaviour click through.