The Tourism Ad

Inciting, and exciting tourists to come to Australia has ads that will cater for all but let me remind you all, this process is highly hit and miss.

The Paul Hogan “put a shrimp on the barbie” was effortlessly cool and charming while having an upbeat vibe all the same.

Come to the noughties and we decide that a bikini babe saying the word “bloody” would get everyone’s arses into gear, so they could take off their gear at one of our beaches. But alas, while a hot chick and nice water can do wonders, this was not an example of that working.

However, the previous ad was far better than the ad created by Baz Luhrman. Don’t get me wrong, most of his work is excellent but the ad was as indulgent as Belgian chocolate made in Canada; it was no fit.  Further, this led to the film Australia (also by Luhrman) being seen as a three hour ad... with a little storyline to top it off.

As we enter 2012, how do you think we should approach tourism in our advertisements?