Gruen man

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.

1 thought on “Gruen man”

  1. Yay for Gruen!

    Have just had a conversation with some non-Australians on another blog, and apparently the Paul Hogan ad really does work. I find it extremely cultural-cringey but very interesting to see that it actually does appeal to people.

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