Theres Nothing like Australia - Assignment Example

There’s Nothing like Australia Student’s Name: Institutional Affiliation: There’s Nothing like Australia Name of Client and purpose of operation The client is Australia and it has launched a worldwide campaign for tourism in Australia through Tourism Australia. The campaign is ‘there is nothing like Australia’ which is mainly meant for consumer marketing. It was launched in 2010 and it features the recommendations made by Australians about destinations to go for holidays in Australia. It has been translated into 17 languages and is meant to have reached over 25 countries. So far, the campaign has appeared in 25 countries (Campaign Brief, 2012). Australians have responded positively and there are over 30,000 stories and videos to attract the world to what Australia has to offer. They explain why they think that ‘there’s nothing like Australia’. Name of Agencies who supported the campaign i.e. media, creative, public relations etc. The main agency that supports ‘there if nothing like Australia’ is Tourism Australia. The campaign has received support from 180 partners of Tourism Australia who are inclusive of tourism organizations of the state, the Australian Industry, airlines and travel distributors (Tourism Australia, 2012). There has been support from online media and especially video sharing sites and facebook. Tourism Australia, the main supporter has its own public relations and media departments which support the creative Name of stakeholders who needed to be consulted on the project and the type of tactics the client / agency would have used to win their support. Stakeholders who would have been consulted include those with a major investment in the tourism industry and those with businesses and organizations that rely and benefit or have the potential of benefitting highly from tourism. This includes transport organizations and agencies including airlines, trains and other local transport that tourists use (The Economist, 2010). Hotels and accommodation agencies should be stakeholders too. They can be included in the advertising campaigns and they can set standards that all hotels are meant to meet so that tourists coming to Australia are aware that they will receive a particular standard of accommodation and care from hotels. Tourists are keen about comfort, safety, class, cleanliness, food and adventure. Consequently, stakeholders in transport, hotel and accommodation will go a long way in convincing them that they will be getting the best services available. Since the government is the client, the stakeholders should be from private organizations. When was the campaign produced and how much / what type of media was used to support the campaign? The campaign began in May 2010 and is ongoing. Different media are used to support both domestic and international tourism. There are broadcast advertisements being featured on television. There are also advertisements online, in cinemas and on other new platforms such as mobile phones. Print advertising was done in newspapers and tourism magazines. The commercials that were aired featured the various tourism locations in Australia as well as landscapes. The ads ran for 90, 60, 45, 30 or 15 seconds (Tourism Australia, 2012). There were also short films made and they featured information that would help expound information that consumers have about tourism possibilities in Australia. Was there anything that the agency and client needed to take into consideration (past, present or future) for the campaign to be a success? It is important that the past challenges that Tourism Australia has had with attempting to attract people to tour Australia be taken into consideration. In addition, the ‘there is nothing like Australia’ should be flexible to allow for modifications because the tourism industry is multifaceted and changes constantly. The campaign has managed to give Australia a positive voice among some of the challenging markets around the world. In addition, it is flexible and long lasting with the ability to evolve as required (Tourism Australia, 2012). Issues that also need to be taken into consideration for the future include the global economy, global tourism and increased competitiveness owing to the global reach exhibited by other campaigns too. What were the complementary marketing activities that support the creative? Which ones were the most successful and which ones were not? Complementary marketing activities that were used to support the creative included creating strategies focused on specific countries. This included the advertising campaign directed at China. The campaign was shown in Shanghai following the recognition of the country has having a great potential for plausible tourists. This endeavor was successful as it has resulted in the number of tourists in Australia, from China, increasing (Campaign Brief, 2012). The social media and digital channels were used to advertise in China seeing as they are the most common forms of communication in the country. However, the similar advertisements used in the UK were not received with as much enthusiasm. The Guardian Newspaper on 2nd June, 2010 features an article about the strategy using videos and disseminating information that is cliché (Ireland, 2010). The writer urges Australia to use marketing strategies instead of relying on old clichés about the country to get tourists. Despite this negative reception, other locations have received the complementary marketing activities positively. What was the Clients consideration and decision in choosing this creative? Was it the right decision or not? Would you have made a different decision? The client considered the number of people they are meant to reach all over the world. Being that people have different tastes, advertisements containing certain themes did not appeal to many a people as they were expected to. In addition, the campaign sought to attract local tourists as well. Basing on this background, the decision for the ‘there’s nothing like Australia’ creative was right. It achieved its intended results and still has potential to be modified and improved. The shooting of the locations that are most desirable and attractive in Australia served to demonstrate the unique experience and products that one can experience in Australia. it has become an effective platform on which the targeted audience can interact with potential tourist sites in Australia. The campaign is flexible and it allows for the inclusion of other strategies. Consequently, it has the potential for future success as well. I would not have made a different decision for the creative. Did this creative integrate with other marketing approaches managed by the Client? How successful was the creative campaign (explain how this is measured)? ‘There’s nothing like Australia’ has been successful thus far. This is measured by the increasing number of tourists in Australia and especially those from areas that posed great challenges for Australia to reach such as China. The language barrier played a role in this. In 2011, 542,000 Chinese tourists came to Australia which marked a 20% increase from 2010 and the number in 2012 is expected to be over 600,000 (Tourism Australia, 2012). Other than that, ‘there’s nothing like Australia has started another creative indicating that the first was successful enough for them to venture to another area. The new creative is meant to target local tourism amongst individuals who represent the group with the biggest decline in the number of local tourists. Has the Client remained with this Creative Agency? Do you think the project would have changed the relationship? For the better or worse? The client has remained with the Tourism Australia owing to the successes from its efforts. The relationship has changed to include more trust in the abilities of the agency such that there are plans being made to have a similar creative using the same agency (Travel and Tour, 2012). The relationship also changed because there were more actors brought into the project and they changed the dynamics of the client’s working. Other partners of the agency have supported efforts made by the client. Has it altered the way the Client has approached its communications since? What are your thoughts on subsequent communications? Communication approaches have changed since then to encompass more people for greater coverage. Among the new communication methods that have been embraced include digital advertising on electronic banners both online and outside on the streets. Communication strategies have also embraced advertising out of home to help in the promotion of services, products, experiences and locations. In addition, search engines have been used as a marketing tool so that mobile, video, social media and pay per click query results can inspire people to pick Australia as their holiday destination. Branded content is also used to promote the best that Australia has to offer. Media and entertainment content from Australia features the best that it has to offer (Travel and Tour, 2012). For instance, people in films are shown enjoying what tourists can also enjoy if they visit Australia. All these communications are effective because they reach a wider audience and help present information in different perspectives thus, holding attention. Did the creative have an impact on industry standards and approaches? Did it have an effect on consumers, an industry or the Government? The creative affected the tourism industry positively. The country has become the first western nation that has received approval as a tourism destination by China. This positive review has also improved its perception in other countries such as Japan, India and South Korea whose tourists have increased over the last two years (Travel and Tour, 2012). Other than that, the increased finances coming in from the tourism industry are helping the Australian Government. Locals and tourists are increasingly using the social media to broadcast their experiences to others. - If you were the agency and/or client what is the one thing you would 'continue' to do with this campaign? I would continue to receive and broadcast the videos from individual online because they provide a different perspective into tourism unlike a choreographed and planned commercial. In addition, I would continue with phase II of the creative which has focused on the best there is to offer. In deciding to lead with the best, potential clients see what the country’s tourism is like. Tourists from India and China are expected to increase. Therefore, continuing with this phase is a good idea. Chinese tourists wish to have experiences of the western culture while those from India have shown greater interest in activities such as going for visits to wineries and hot air ballooning. In addition, tourists have shown great interest in visiting the major cities like Sydney which have been featured in the videos and advertisements. - If you were the agency and/or client what is the one thing you would 'stop' doing with this campaign? As the agency, I would stop featuring all locations in Australia and focus on those that are most attractive and those that have garnered most attention over the past two years (CNN GO, 2012). Being that the campaign has gained some popularity for the past two years, I will increase communication on online sites and the website and reduce other means such as print which are relatively harder to circulate to a wider audience. - If you were the agency and/or client what is the one thing you would 'start' to do with this campaign? Short films seem to appeal to people more than anything else. However, there are few short films featuring the tourist destinations. Consequently, I would start making short films that feature the major tourist destinations around the country and each will have a different theme and feel to it. This is an effort to appeal to more audience and to address the criticism received from different people and countries. References Campaign Brief. (2012). Tourism Australia dials up digital in a $250m global campaign via DDB Group Survey. Retrieved from http://www.campaignbrief.com/2012/06/tourism-australia-dials-up-dig.html CNN GO. (2012). Tourism Australia campaign blasted over boozers. Retrieved from http://www.cnngo.com/sydney/life/tourism-australia-campaign-blasted-over-boozers-304150 Ireland, J. (2010). There’s nothing like Australia as is 100% pure cringe. The Guardian. Retrieved from http://www.guardian.co.uk/commentisfree/2010/jun/02/theres-nothing-like-australia-ad-campaign The Economist. (2010). Advertising Australia: Its nothing like that. The Economist. http://www.economist.com/blogs/gulliver/2010/06/advertising_australia Travel and Tour. (2012). 'There's Nothing Like Australia' Tourism Australia launches its new global promotional campaign. Tourism News. Retrieved from http://travelandtourworld.com/news/newsTour.asp?newsID=14834 Tourism Australia. (2012). There’s nothing like Australia: Campaign Prospectus. Tourism Australia. Retrieved from http://www.tourism.australia.com/en-au/downloads/TNLA_Campaign_Prospectus-Domestic_2012_13.pdf Read More