Good Images poor Music
Good Music Poor Imges
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I'm kind of disappointed actually, given all the hype...I expected more, particularly given the new CEO. Yet again, they've failed to brand! It's just a mix of messages that don't have strength all put together:(
Last edited by suzer; 31-05-2010 at 10:51 AM.
US -> UK -> NZ -> OZ
I feel the song could have been a little bit more up beat.....
I thought it was okay good images
Uninspiring predictable music.
Obviously made by people on the east coast, lots of images of Sydney, Melbourne, nothing from Adelaide (or Canberra or Perth?) that I noticed.
Lots of people are going to stay away from Australia at the moment because of the strong aussie dollar, so they've got an uphill struggle.
Don't think this ad will help that much!
Backpacked round Australia 1992. Married Australian husband in Adelaide 1994. Lived in Adelaide 1994-1997. Moved back to UK & lived in Essex/Herts 1997-2009. Returned to Adelaide November 2009. 2 kids dual nationality.
For that amount of money and with the talent that's here I am sure that it could have been better.
What about making it easier for people to visit. It's easy with our passports but it's a nightmare for others. As an example; If a South African wants to come here as a tourist they need a letter of invitation from an Aussie resident. They then have to provide details of their South African employment, a letter from their employer stating that they will be on leave and there's a job waiting for them, bank statements etc. It is just so oppressive that many just don't bother.
Tweak the system...get more people here but put systems in place to make sure they don't overstay or become illegals. Australia is a long haul destination which is deterrent enough. Spend some cash on making it easier for those who already want to visit.
Just a thought!
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( the only exciting thing about the ad was I got to use that emotion)
It's somewhere betwen poor and okay for me. Some good images that are well photographed but it's all so predictable, and the music is trashy. If I gave a brief to an ad agency to boost tourism and they came back with 'we'll use images of the GBR, parrots, koalas, the harbour bridge, someone having a bbq, an Aboriginal guy standing in front of Uluru, some gushing people raising glasses of the 'amber fluid' in a pub and top it all with fireworks over the opera house' I'd asuume they were pulling my leg, would laugh a little to show I'd got the joke ... then show them the door once I realised they were serious.
The nature of clichés is that they don't show anything new or different or unexpected, and I'm disappointed the creative types were so bereft of ideas and the decision makers were so easily impressed with the same old thing.
Surprise the would-be visitor with some snow, mention the world's oldest rainforest, make more of the great wine producing areas, show fantastic food, the arts (without the opera house, pur-lease!), the beauty of some quiet harbour town, the inner city diversity, the imaginative modern architecture, the grand victorian arcades ...
US -> UK -> NZ -> OZ