A creative conversation between Des and Tina, Brandopia's mythical brand developers
DES: Tourism Australia are pinning their hopes on a new period film - Australia the Movie - starring Nicole Kidman as an English aristocrat in the Outback at the start of the Second World War.
TINA: Australia the Movie continues to re-inforce the rough, tough, macho image of the country just as its media predecessors have done in the recent past - Crocodile Dundee and sequel. Also the TV reality hit show: I'm a Celebrity, Get Me Out Of Here. Not forgetting the endless Aussie beer commercials - many of them set within an Outback context.
DES: Now compare and contrast Tourism Australia's recent brand strategy of trying to show the country in 'A Different Light'.
TINA: Trying to compete against film and TV genres is usually a marketing mission impossible.
DES: You only have to witness Oz's falling visitor numbers from its biggest markets - Japan, UK and New Zealand - all three's stats have been heading south since 2006.
TINA: A trend which started before the Australian dollar reached a 25-year high in August 2007.
DES: Clearly Brand Australia should accept its Outback position in the minds of its key markets but use its sophisticated city brands such as Sydney and Melbourne and its lifestyle state brands such as South Australia and Western Australia, if it needs to show itself 'in a different light' to the rest of the world.
TINA: Then and only then will this once great destination brand start to reverse its declining visitor trend.
'Brand' the Marketect says:
"Trying to change brand perceptions is one of the most difficult of marketing challenges especially if you're trying to compete against the global media genres."