Tourism Australia has a patchy record of success over recent years but the latest project quickly attracted widespread praise after it first aired in the lead up to the Queen's traditional Christmas Day broadcast.
"I suspect tourism marketing campaigns the world over probably grate a little in their home market because they are appealing to an international market and that often produces what we think is a stereotyping of the nation." Kylie Minogue fronts the Matesong campaign in the biggest Tourism Australia investment in the UK for more than a decade.
BevanShields Good for gay Mardi gra but not much else
BevanShields its excellent an it is Australia
BevanShields Slow dull and way too dated. What a waste of talent. Most will leave the room to make tea during this advert.
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BevanShields The advert is excellent for its target audience, if I want Aussie culture I watch documentaries or vist museums when I am there
BevanShields very confusing. UK advised citizens to reconsider traveling to Aus - hence the bushfires ... when will it end?
BevanShields This is one of the better ads we’ve had. It’s squarely aimed at the UK market and in my opinion it will work. It’s a shame it coincides with the bushfires and the negative image abroad and at home of ScottMorrisonMP who is our biggest liability.
BevanShields And probably won’t Appel to a modern and multicultural UK either.
BevanShields Well it’s also not on fire which is an obvious omission
BevanShields Obviously, Birmingham first spoke with a former loser in the same portfolio, before anointing this new campaign. Do you think, maybe?
BevanShields Stay strong Simon this once great country is turning into a shithole quick enough 👍
BevanShields Every travel ad only shows the best of a country (mostly in a stereotypical way) people are getting upset over nothing, again.
BevanShields I agree. They should show the ghettos to avoid.
BevanShields Should we have included some Sudanese gangs to make it more authentic for the Brits?
BevanShields This campain is what Australia was like 20 years ago. NOW its full of Asians who can't swim, scared of dogs, hardly speak english, buy shoe box apartments, definately NO backyard cricket & don't assimilate. Welcome to AustalASIA. It's no long Multicultral
BevanShields Would be easier to repackage Paul Hogan's throw another shrimp on the Barbie ad. Targets the same people
BevanShields “Modern & multicultural Australia” not represented? We don’t want to put potential tourists off!
BevanShields Zzzzzz! Blah..blah..blah..you guys don't know what you want!
BevanShields I saw plenty of black people, and we all know life is not 24 hours per day on the beach.
BevanShields Not made for Australians Huh explain away It's rubbish Will we never grow up and get past these stereotypical images ? I live in a multicultural diverse country. We're more than this ad Shane Warne ? 🙄🙄
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BevanShields I know it was not made for Australians. But if we are finding it ludicrous and cringe-inducing, you can bet sophisticated people o/s will also find it ludicrous and cringe-inducing.
BevanShields It’s not a doco, why pick on this ad?
BevanShields Adverts that tell the whole truth are like rocking horse shit. They don't exist. It's an ad people, it's designed to suck people in. That's what ads do. No-one really believes them. They have access to the internet.
BevanShields An ad can never express the complete depth of a country's culture. This ad is intended for Brits, not Aussies. The ones that have been here already know the ad is full of it. Those that haven't are thusly easily identified at airports ;)
BevanShields If you don't like Australian culture/heritage/history, don't come here. Strange I have to say this.
BevanShields Where are all the topless Asian guys?
BevanShields Modern Australia is barely represented in any form of advertising & commercial TV. My building looks like a gathering of the UN. Isn't it time to promote diversity as the reason to visit. Does the group that created this have a multicultural office or is it all shades of white?
BevanShields just walk around the bit cities and you will see and hear almost the entire planet
BevanShields It is more relevant in UK than here, slightly but the poor buggers don’t want to travel from floods over there to fires and drought over here. They are avid bird watchers following up with tours to see injured rare birds being cared for/rehabilitated so the Kylie ad not wasted
BevanShields Well, everyone knows our lovely Kylie and that we play cricket, um, that's about it really.
BevanShields 'Multicultural'? Visitors would stay away in droves if they knew how extensive black gang violent is in Australia since the corrupt UN pressure Australia into taking in people who destroyed their own countries - and are now destroying ours
BevanShields Everybody I know is a white, mono-cultured, Anglo Saxon. Looked pretty good to me. Sorry, I forgot I wasn’t in Adelaide.
BevanShields Kylie is lovely but I think the ad is weak.
BevanShields I love how scomo is to blame for absolutely everything from this ad to starting the fires. No wonder he needs a holiday
BevanShields Come to Australia for our fabulous weather and our beaches. A wonderful place to throw your kids in a boat and enjoy! eh birmo auspol
BevanShields I was a Kylie fan, now I wish her cancer would return. Greedy, attention-seeking has-been. As for Hopalong Hills and his freak show...
BevanShields I would suggest that the aim of their campaign is thus achieved!!
BevanShields In the middle photo is she giving the finger to Morrison?
BevanShields First off, Happy New Year! Secondly, lemme guess, the folks in the ad campaign are all white.
BevanShields Did MORRISON have a finger in its making,looks like it ,rubbish
BevanShields I'm in England and love the campaign. If anything, coverage of the bushfires is making people here think one thing they can do to help is visit Australia when the fires have stopped. Good luck to all those in the affected areas and especially the firemen and women.
BevanShields Looks like something ScottyfromMarketing dreamt up. Cheesy and fake.
BevanShields This ad should have advised British tourists to pack a face mask, fire blanket and a hose and be expected to help put out fires.
BevanShields This applies exactly to Australia and shows why the narrative is wrong 👇