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.

 

 

 

 

 

International Education – Foreign Student – Value

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The value of international education and international students, tangible and intangible, is egregiously under – estimated by the application of a narrow ‘white nativist’ or politically opportunistic prism that ignores inconvenient facts and dynamics.

Many Australians of Anglo Irish heritage focus too much upon international students described as ‘immigrants’, their potential for permanent residency (with significant hurdles) and demands for same ‘foreign’ students to return home in support of their home country.

Conversely same qualifications are used by Australians internationally, many of the same gain other residency or even dual citizenship, yet there are no demands for the same e.g. to return home and/or pay back fees?

This dynamic is simply a reflection of increasing geographical and social mobility (taken for granted in the EU) for all in the developed and many in the less developed worlds for whom higher education and/or technical skills and languages improve their lives and others’.

Meanwhile too many narratives from our mono-cultural political, media and social elites seem about creating ‘us vs them’ for voters, and worse, deep seated Nativist or colonial ideology.

Global population is expected to peak mid-century whereby there may be increased competition for people, with sub-Saharan Africa being the only place with population growth and significant younger demographic cohorts.

Late news: The U.K. has announced the re-introduction of post graduate work visas for international university graduates.

Australia should try to keep more international students who are trained in our universities

Jihyun Lee – September 13, 2019 6.02am AEST

Australia’s education system takes almost one in ten of all international students
from countries that are members of the Organisation for Economic Co-operation and
Development (OECD).

That’s according to the latest Education at a Glance report from the OECD.
But Australia should do more to retain some of those students after graduation or it
risks losing good talent overseas.

A degree of talent

The OECD report says Australia’s higher education sector is heavily reliant on international students. They represent about 48% of those enrolled in masters and 32% in doctoral programs.

This is partly due to a lack of interest among Australians in pursuing higher-degree study compared to other countries, about 10% in Australia versus 15% across OECD countries.

International students make up 40% of doctoral graduates in Australia, compared to 25% across OECD countries. That’s higher than the US (27%) and Germany (18%), the other two popular destinations for international students.

Australian students are not choosing some STEM (science, technology, engineering and mathematics) subjects as much as those in other OECD countries. For example, only 17% of adults (aged 25 to 64) with a tertiary degree had studied engineering, manufacturing and construction.

Other comparable industrialised countries such as Sweden (25%), Korea (24%), Japan (23%) and Canada (21%) are obviously doing better.  This trend appears to be getting worse because the proportion of new students entering STEM-related bachelor degree programs is lower in Australia (21%), compared to 27% across OECD and partner countries.

While the government here provides for up to four years of post-higher-degree stay for international students, it is inevitable that Australia faces a drain of foreign-born specialists who were educated in Australia.

In 2017, the Australian government granted permanent visas to only 4% of foreign students and temporary graduate visas to only 16% to live in Australia after completing their study. It is obvious then that many international students return home after they study in Australia.

What can the Australian government do?

We need to provide better incentives for those who complete a higher-degree program, especially in the STEM areas, to stay on in Australia.

The OECD’s report says people who studied information and communication technologies (ICT) and engineering as well as construction and manufacturing will continue to benefit greatly from strong labour-market opportunities everywhere in the world.

Australia can do better in attracting younger generations to be trained in the STEM area at higher degree levels. We then need to try to retain more of the foreign-born higher-degree holders rather than sending them back home.

Being afraid of an influx of Chinese or Indian students who will contribute to development of innovation and technological changes in this country should become a thing of the past.

Good news for Australia’s education

The Education at a Glance program aims to give an annual snapshot of the effectiveness of educational systems – from early childhood to doctoral level – across all OECD and partner countries.

At almost 500 pages, the 2019 report does contain some good news for Australia. Australia spends a higher proportion of its GDP (based on public, private and international sources) on education, 5.8% compared to the OECD average of 5.0%.

The Australian education system strongly promotes compulsory education. Our 11 years of compulsory education is the longest among OECD countries. That means each student gets 3,410 more hours over the period of compulsory education.

When it comes to people going on to further studies, the proportion of tertiary-educated Australians has increased over the past ten years. It is now 51%, compared to the OECD average of 44%.

On graduation, the average debt for Australian students is US$10,479 (A$15,243), one of the lowest among OECD countries. It’s about half that of New Zealand US$24,117 (A$35,080), which has similar tuition fees and financial support systems.

Education pays off

Australian young adults with vocational qualifications have a higher employment rate (83%) than the OECD average (80%).  Although earning power is still greater for those with a higher level of educational attainment, the financial return from more schooling is far smaller in Australia.

Compared to those with upper secondary education, full-time tertiary-educated Australian workers earn 31% more, compared to 57% more on average across OECD countries. Adults with a master’s or doctoral degree earn 52% more, compared to 91% more on average across OECD countries.

The OECD attributes this trend partially to good labour-market opportunities for those with upper secondary vocational qualifications.  The OECD also notes that the average employment rate for Australian tertiary-educated adults is 85%, only two percentage points higher than the 83% for those with a vocational upper secondary or post-secondary non-tertiary qualification. This is one of the smallest differences across OECD countries.

For more articles and blogs about international education, immigration, population growth and white nationalism 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.

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.

 

Impact of Digital on Marketing Industry Employee Skills

Digital and any new technology can be disruptive and requires changes in thinking, working, learning, education and training; includes marketing and IT.  However, like computer science, education and even job descriptions do not keep pace with technological change while many working successfully in IT or marketing do not possess related university degree, if at all.  Many are educated in other or similar disciplines e.g. engineering, or self-taught through personal or business need, and industry training or certification is more important than the degree (like CPA in accounting), supported by outcomes.

Following is paid content (marketing) from Digital Essentials on Mumbrella explaining how digital has impacted the marketing industry:

Marketing jobs are radically different in 2019 – but some employees can’t keep up

A revolution in how we consume media has turned advertising on its head, but recruits of all levels aren’t being trained in essential new skills.

February 4, 2019 7:30

Keeley Pope understands better than most how jobs in Australia’s media and marketing have changed over the last decade. A recruiter with 25 years experience, she deals first-hand with exasperated employers who require new starters to have mastered a breathless list of digital skills. “Today, you’ve got to be able to go from editing a video one minute to analysing data the next and then briefing into a post-production house afterwards,” she says.

In fact, that’s just the start of it. Marketing roles in 2019, she explains, can also encompass social media strategy, paid content, e-commerce, app building, project management as well as skills in Photoshop, CMS and copywriting. “Even the mid-level roles are very much hands-on,” she adds. “Now, marketers are publishers in their own right, too.”

These changes are, of course, a result of how marketers and agencies have reacted to the differing ways we consume media – the decline of printed newspapers, say, or the rise of social media and TV-on-demand. The problem is many current employees have been caught cold: either forced to suddenly acquire skills they’ve never been trained for or rejected for new positions outright. “The onus is on the individual to upscale themselves….

….And all that change is affecting how businesses are marketing and growing. New research by PWC and Facebook, for instance, reveals more than a third of Australian small businesses are exporting to foreign markets, and more than a third of companies now earn international revenue within just two years of establishment.

And so brands have reacted. Digital marketing spend has grown by 13% in the last year, up to $2.24bn, with video showing the biggest leap, along with increases to display, classified and search (Google ads, basically). Meanwhile, programmatic spend in Australia has leapt to $1.7bn – a staggering increase from just $84m in 2012.

“The reality is modern market is diversifying,” says Easther. “So employees now need to know a little bit about a lot – whatever side of the fence you’re working on. So, to do marketing well, particularly in digital, you need to be able to hold a conversation, and you need to know the strategy of how all the channels work together.”….

….On Easther’s course, he finds his students range from those starting out in creative agencies to senior marketing directors working client side and even those in media sales. “Some have learned digital from a few different sources and they come to formalise their learning,” he says. “While others have deep knowledge in one area but want to be more versatile. They might be a social specialist, say, but when they have a meeting to discuss programmatic, they wish they could contribute more.”’

For more articles and blogs about digital marketing, digital marketing lecturer and digital or e-consumer behaviour click through.