Promoting Australia as Cure-All for Urban Life's Woes
Katie Cordrey — January 29, 2009 — World
I have to say, I am not a fan of the ‘Come Walkabout’ commercials directed by ‘Australia’ filmmaker Baz Luhrmann for Tourism Australia. I know this makes me uncool and will leave me unpopular, but I just feel too depressed by the ads to care.
The one above starts out in rainy New York and it’s such a downer, I had to see it half-a-dozen times to realize that it actually has a happy ending... sort of. I expect the couple will be breaking-up as soon as the vacation is over. The one below is a little lighter, but it doesn’t really inspire my desire to explore Australia.
In fairness, the work is beautifully composed and artful. I suspect this plays better in the film, Australia, than as an ad for tourism, but then, I doubt I am the target audience… I’m not quite sorrowful enough.
The one above starts out in rainy New York and it’s such a downer, I had to see it half-a-dozen times to realize that it actually has a happy ending... sort of. I expect the couple will be breaking-up as soon as the vacation is over. The one below is a little lighter, but it doesn’t really inspire my desire to explore Australia.
In fairness, the work is beautifully composed and artful. I suspect this plays better in the film, Australia, than as an ad for tourism, but then, I doubt I am the target audience… I’m not quite sorrowful enough.
Trend Themes
1. Depressing Tourism Ads - Opportunity for creating more positive and inspirational advertisements for promoting tourism destinations.
2. Artful Advertising Compositions - Disruptive innovation opportunities in utilizing artistic and visually appealing compositions in advertising campaigns.
3. Targeted Audience Engagement - Opportunity for refining and targeting advertisements to specific audience segments to elicit desired emotional responses.
Industry Implications
1. Tourism and Travel - Disruptive innovation opportunities in reimagining the way tourism destinations are promoted through captivating and uplifting advertisements.
2. Film and Entertainment - Opportunity for leveraging the impact of film and visual storytelling techniques in advertising to create engaging campaigns.
3. Advertising and Marketing - Disruptive innovation opportunities in developing new strategies and approaches for targeting and engaging specific audience segments in advertisements.
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