The Gruen Transfer returned to TV tonight. It’s a brilliant show. Tonight’s topic – tourism advertising. A subject close to my heart. Made some interesting observations about how tourism marketing works and the basic formula.
A couple of years ago at a marketing workshop with Virgin Blue marketing guru Sean Cummins (from Cummins and Partners) showed two tourism advertisements from different states with the soundtracks switched – and it was almost impossible to tell the difference.
Tourism ads are by and large formulaic and in the past were too focused on iconic shots of postcard landmarks – and apparently what we’re really into is collecting experiences rather than pictures.
Tourism marketers are limited by government funding and the fact that the tourism industry is a disparate bunch of small businesses who don’t really want to throw much money into advertising a destination rather than their own businesses.
I’m going to make my own tourism ad on their website and figure out how to put it up here.