Marketing Campaign for Australian Tourism

The Australian tourism advertisement uses segmentation and target marketing to appeal to various segments, including youth, family, holidaymakers, and honeymooners. The piece highlights Australia's unique experiences and natural beauty, using the tagline 'There's nothing like Australia.' It also utilizes a celebrity endorsement by Chris Hemsworth. The advertisement stands out from competitors by embracing the latest 360-degree mobile technology and virtual reality. While the piece is effective, some critics argue that it focuses too much on coastal experiences and neglects other aspects of Australian culture.

Running Head: Marketing
0
Marketing
Assignment

Marketing 1
The advisement that is considered for analysis is of Australian tourism. The advisement
communicates the message that there is nothing like Australia. The advertisement has two videos
closely related to each other one is of shorter duration while another one is a bit longer. The tagline
of the advertisement is “There’s nothing like Australia.”
Is it evident that the advertiser is using segmentation and target marketing?
Yes, the advertiser is using segmentation and target marketing. The major segments of that
advertisement demonstrate is youth segment, family segment, holidaymaker segment and
honeymoon segment. Youth segment involves people between the ages of 15 to 29 years (Tourism
Australia, 2017). Family segment involves socially related people that usually travel to spend time
with each other (Schänzel, and Yeoman, 2015). Holidaymaker segment can be any age, nation or
culture. This type of segment involves experience seekers. People of this segment want to
experience diversity and different cultures. Honeymoon segment involves young couples; they aspire
for peaceful and romantic destinations. The ad shows that various destinations in Australia that are
suitable for different segments. The majorly targeted segment of the advertisement is experienced
seekers. These experience seekers can be from international markets or domestic markets. The
advertisement involves clips from different places to attract the visitors from different segments. The
advertisement has two versions one version is a bit longer about three minutes and another one is
shorter that is about one minute.
What are the appeals in the piece, is there a point of difference for the product identified, how
was this executed?
The most appealing factors of the piece are it focuses on the best experiences and attention that
Australia can offer. Other appealing features include the music of the advertisement and the
visualisation. The visualisation of the advertisement is remarkable. The point of difference for the
identified advertisement is in the places. The places that were highlighted in the coast exist in no
country other than Australia. The visualisation of the advertisement is also a point of difference. The
execution of the advertisement began after its opening on the Australia day’s eve, in New York.
Gradually the video reached to millions of people through internet and television.
Does this piece stand out from competitors?
Yes, this piece stands out from competitors. This advertisement uses the latest technology to lure
the visitors. One of the biggest Australian stars Chris Hemsworth lent his voice for the
advertisement (Ironside, 2016). The advertisement focuses on various experiences that a visitor can
have in Australia. The advertisement is better from the competitors because it embraced the latest
360-degree mobile technology and virtual reality (Ricki, 2016). The use of latest technology has
made it more effective and different from competitors because no other country has made such a
spectacular advertisement till now. The piece was unveiled by Clemenger BBDO Sydney, in an event
on the eve of Australia Day in New York (Hicks, 2012). The advertisement was a creative visualisation
of popular tourist destinations in Australia which included places like McLaren Vale, Rottnest Island,
Sydney Harbour, Katherine Gorge, Great Ocean Road, Whitsundays, Qualia resort and so on. It has
an innovative and creative touch the advertisement attached the colour blue to a feeling.

Marketing 2
Could you remove the brand or company name from the piece and insert any competitor and the
piece would make sense to the audience i.e. how does the piece use the brand in relation to the
creative?
The brand name is an important element for advertisement of any product. The brand name is the
important element that persuades a consumer to make a buying decision. In this piece, the related
brand name with the advertisement is the tourism department of Australia. This brand name makes
the advisement more authentic for the audience. If the advertisement was done by any other
private tourism agency of Australia, it would reduce the trust levels of selected audience. The brand
name adds value to the advertisement. The brand name of any competitor cannot be inserted into
the piece because it the advisement of tourism of Australia and brand name of any other country’s
tourism department would not make any sense to the audience. The brand name is the inseparable
part of an advertisement.
Does the piece appeal to the target market?
Yes, the piece appeals to the target market. Most of the experience seekers in Australia enjoy
aquatic or sscoastal experiences the advisement focuses on this aspect. In the target market, the
advertisement communicates the message that Australia is not only the place to see but it is the
place to feel. The advertisement has a pleasing music and voice of Chris Hemsworth that appeals the
targeted audience. The advertisement also highlights authentic sea food of Australia which can be an
attraction to the foodies. The advertisement tries to attract the targeted audience in every possible
way through demonstrating natural beauty, fun activities, relaxing experiences, authentic food and
world class service. Though the advisements have the ingredients to attract each segment its major
focus is on holiday makers or the experience seekers.
From your perspective, what could be done to make the piece more effective?
The piece is already very effective. But there are also various aspects of the advertisement that are
criticised. The first element is cost. The cost of the advertisement is very high. The latest technology
and using the voice of Chris Hemsworth has added a lot to the cost of the advertisement. The
advertisement ignores various important aspects such as the glorious past, world class wine,
Australian art & music and the natural beauty away from the coast. The Australia tourism
advertisement markets the country just in the form of peanuts, whereas it is an amazing country
with amazing and diverse people (Ireland, 2010). The piece would have been more effective if it
included events from the glorious past of the country. The advertisement should also emphasise the
different food cuisines of Australia and alcoholic beverages of Australia. The concept of using the
voice of Chris Hemsworth could be eliminated to reduce the cost. Australia’s distinct and well-
developed coffee culture should also be highlighted in the advisement.

Marketing 3
References
Australia, 2013. There's Nothing Like Australia - (3 minute version) [online video]. Available at
https://www.youtube.com/watch?v=Ea2mI0flYPU [Accessed 10 September 2017].
Australia, 2016. Tourism Australia and Chris Hemsworth [online video]. Available at
https://www.youtube.com/watch?v=vUF7ja9ehIs [Accessed 10 September 2017].
Hicks, R., 2012. Tourism Australia unveils new $250m There’s Nothing Like Australia campaign,
viewed on 10 August 2017 from https://mumbrella.com.au/tourism-australia-unveils-new-250m-
theres-nothing-like-australia-campaign-95252
Ireland, J., 2010. There's Nothing Like Australia' ad is 100% pure cringe. The Guardian, viewed on 10
August 2017 from https://www.theguardian.com/commentisfree/2010/jun/02/theres-nothing-like-
australia-ad-campaign
Ironside, R., 2016. Hemsworth’s star power too bright for new tourism campaign, viewed on 10
August 2017 from http://www.news.com.au/travel/travel-updates/hemsworths-star-power-too-
bright-for-new-tourism-campaign/news-story/af0a9722dde07a4ef7de131f529c3330
Ricki, 2016. Tourism Australia launches a new campaign to lure international visitors via Clemenger
Sydney, viewed on 10 August 2017 from http://www.campaignbrief.com/2016/01/tourism-australia-
launches-a-n.html
Schänzel, H.A. and Yeoman, I., 2015. Trends in family tourism. Journal of Tourism Futures, 1(2),
pp.141-147.
Tourism Australia, 2017. Youth, viewed on 10 August from
http://www.tourism.australia.com/en/markets-and-research/industry-sectors/youth.html

Marketing 4
Appendix
Video Links for the advertisement:
https://www.youtube.com/watch?v=vUF7ja9ehIs
https://www.youtube.com/watch?v=Ea2mI0flYPU