menu

Australia’s Cluster-Cringe Over Latest Tourism Campaign

Australia’s Cluster-Cringe Over Latest Tourism Campaign
Advertising

A series of new ads misses the mark and reinforces cultural stereotypes.

Claudia Cukrov
  • 8 june 2010

Picture 13

There’s nothing like Australia.  That’s the title to the latest Tourism Australia campaign released online last week.  The four-million-dollar campaign features surfers watching dolphins frolic, hoards of beer-drinkers at the pub, a beach barbecue and even a child sitting up a tree with a pair of Kookaburra birds.

A follow up to a 2006 tourism drive that had bikini-clad model Lara Bingle asking, “Where the bloody hell are you?” the latest campaign has met with a huge amount of criticism, with The Guardian and the Sydney Morning Herald sharing a laugh  – and a cringe over Tourism Australia’s efforts.  Strangely enough There’s Nothing Like Australia largely relied on 29,000 holiday experiences shared by fellow Australians on NothingLikeAustralia.com.   With a long history of film, advertising and television shows largely reinforcing cultural stereotypes Guardian writer Judith Ireland warns;

(The campaign) successfully ignores our 40,000-year-old indigenous history, capital cities, culturally diverse people and cuisine, world-class wine, kick-ass art and music and natural beauty away from the coast and outback.

Watch the clip below:



There’s Nothing Like Australia.

+#advertising
+Advertising
+Australia
+campaign
+children
+cities
+Culture
+Entertainment
+Europe
+technology
+tourism
Trending

Volvo Is Launching A Global Car-Sharing Business

Automotive
PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

TREND REPORT


FORECAST 2020
The Consumer Roles That Will Shape Our Future
 

DOWNLOAD NOW

IoT january 19, 2017
Technology january 19, 2017
No search results found.