Brand Australia - trying to be all things to all people
August 26th, 2009
$20 Million. That’s what’s up for grabs to design the next “branding” campaign for Australia. The trade minister, Simon Crean told us that it needs to position us as a place to live, a place to invest, a place to study, a place that is more than just natural beauty. (pic by Ernieski)
First this:SIMON CREAN: Building brand Australia has an unashamedly commercial focus which will help promote Australia as a great place to live, a great country in which to do business, a great place to invest. Building brand Australia is also about Australia reaching out to the world; it’s another sign that we’re not turning inwards, going down the path of mandatory buy Australia campaigns.
Than this: “Australian trade minister Simon Crean announced a $20 million plan today as a means to ‘re-brand’ Australia with a new tourism tagline and logo to reboost diminishing interest in the country as a tourist destination”
He admires the New Zealand campaign: “100% Natural”. The CEO of the Tourism and Transport Forum is a little cautious (and rightfully so) about what a new brand might look like and realistically achieve. He says:
We often look to the great success of 100 per cent Pure New Zealand, though New Zealand in a way is almost mono-destinational and mono-product. Everything can be encapsulated in that.
Exactly. They are promoting NZ as a tourist destination. That’s it. And that’s the problem with this brief, IMHO.
You can’t be all things to all people. What do we want to do? Appeal to tourists? They don’t give a rip about the investment opportunity. Do we want to appeal to investors? Why would they care that this is a great place to study? Or fish? Or go to the beach?
You want to do it right? Three audiences. Three dreams, three campaigns. Not one. With that many spin doctors around, is there no one to help the politicians with this?
September 21st, 2009 at 11:58 am
I agree 100%. My immediate reaction to the brief was the same; if a country wants to buy a million tonnes of iron ore or wheat they don’t give a damn about tourism or education.
PS email changing to mike@careyadvertising.com.au