Marketing | Advertisement of Australian tourism
Added on 2019-10-30
5 Pages1391 Words186 Views
Running Head: Marketing0MarketingAssignment
Marketing 1The 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 aspirefor 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. Theadvertisement 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 visualisationof 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.
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