(This is a corrected version of an article in the November-December 2022 AdNews magazine. AdNews apologises for the production errors, including erroneously attributing comments to Chris d’Arbon, senior art director at Archibald Williams)
Tourism Australia, Tasmania, Western Australia and New Zealand are enticing international audiences with alluring campaigns to inspire tourists from around the globe to visit.
AdNews asked creatives to share their thoughts on these campaigns.
Stephanie Cameron (SC), senior broadcast producer at Host/Havas: "The wonder of travel has been brought back worldwide and now is the time for travel and tourism companies to harness the altered outlook on international and domestic travel as the world reopens."
Simon Langley (SL), group chief creative officer of Australia and partner at Bastion: "Tourism campaigns are one of the most challenging briefs going. A long checklist of things to tick off, and usually an even longer list of stakeholders to please. So, I review these ideas knowing good agencies full of good people have probably done everything they can to get something great up."
Wez Hawes (WH), executive creative director at Innocean: "This a pivotal time to create tourism campaigns, as the world reopens for travel. The agencies have done a great job at reaching multiple demographics.
Chris d’Arbon (CD), senior art director at Archibald Williams: "Aussies had an entire global pandemic to fantasise about their next trip, so it’s great to see those reinvigorated imaginations reflected in a fresh crop of tourism work."
THE CAMPAIGNS:
Tourism Tasmania x Virgin Australia - Australians ‘on’ to the off season
Creative agency: One Green Bean
WH: I love the idea of a partnership between these two brands, plus I’m a huge fan of the 'Come Down For Air' positioning. I just think the output could have been more spectacular and headline grabbing. Why is the jacket made specifically for Tassie? I would love to have seen some tech or other elements incorporated to make this ground-breaking.
SL: Tourism Tasmania's campaign sits in my ‘wish I’d done it’ bucket, so I was looking forward to this one. Upon watching it, I was a little disappointed to discover it was a film for the collaboration between PE Nation and Virgin to get people to travel down for the winter. Unfortunately, it lacks the strength of idea and execution of the other campaigns as it’s off a different brief. Still, it’s a simple and smart way to promote winter in Tassie. I’m sure the jacket will be a hit.
SC: This playful partnership feels like a natural fit for the brand and continues to show how Tasmania’s positioning itself as a culturally relevant and offbeat winter destination. Featuring the founders of P.E. Nation, the fast-paced montage edit should appeal to a younger fashion forward demographic.
CD: I’m a massive fan of this campaign. ‘Come Down for Air’ is a masterstroke, but this execution feels a little out of step with that. The friendly scripts and slowed down Tassie landscapes have gone missing. The hectic track and edit feels a little too ‘bustling city’ for the brand.
Tourism Australia - ‘Come and Say G’day’
Creative agency: M&C Saatchi
WH: The craft behind this new Tourism Australia ‘recruitment campaign’, in particular the animation and CG, is exceptional. It’s hard making something that appeals to the world’s masses, but I can see kids being enthralled by Ruby. Could the campaign have had a bit more of an idea and some of that famous Aussie wit and edge like some of the iconic Australia tourism campaigns of the past? Possibly.
SL: Probably the highest degree of difficulty of all tourism campaigns, there’s always a lot of commentary when the latest TA campaign breaks. This one was certainly no exception. So, trying to put aside what I’d heard, I watched the 60 second spot completely cold. Whilst it was beautifully shot, it seemed to be trying to do a lot, and I felt like I wanted to be introduced to who these characters are. So, I sat back and watched the 9-minute version, and really enjoyed it. The story around the characters and their journey adds so much (the benefit of another 8 mins!) to create a genuinely entertaining and memorable way to tick off all those destinations, and that is sure to resonate with all audiences. Rose and Will are well cast and thanks to the lovely writing and witty dialogue, you can’t help but smile throughout.
SC: The 9-minute short film gives off cinematic Toy Story vibes with the animation world class and the comedic timing on point, even if some scenes do feel a little staged. The musical score elevates the sweeping landscapes and while the shorter edits lack some of the same charm, they’ll work well in the overseas markets.
CD: Casting bullseye on this one. Rose Byrne is a real coup for brand Australia. A global market will eat this up. Following these characters on adventures around this amazing country has legs – it’ll hop far.
Tourism New Zealand- ‘If you Seek’
Creative agency: DDB Aotearoa & RUN
WH: This feels different to the generic tourism advertising out there. I like that they’ve leaned into the DNA of the country and are aiming at a more specifically ‘curious’, some would say progressive, grown-up audience. It has a depth of authenticity that some of the other campaigns might be lacking.
SL: Upon first watch I was left a bit cold as the single 30 second spot I was reviewing seemed a little familiar to other NZ films I’d seen and didn’t really live up the campaign idea of ‘IF YOU SEEK’. But after a quick google, I discovered the other 18 films all trying to entice you with a focus on the more unexpected places and experiences NZ has to offer.
SC: Rugged, wild, and remote. This campaign does an epic job of showcasing what makes New Zealand such a unique tourist destination through the visuals, the voice, and the score. But the true heart of the campaign is the rich Māori culture of Aotearoa which feels considered and integrated throughout. Love this!
CD: A New Zealand championing Māori culture is the best kind of New Zealand. Love this stirring execution – makes you feel like there’s more to discover. So does the line – ‘If You Seek’ is an invitation that will no doubt be re-invented endlessly.
Tourism WA - ‘Walking on a Dream’
Creative agency: The Brand Agency
WH: I like the track selection and re-record done here. It has a magical quality, as do the beautifully shot visuals. Just not sure it has that clarity or gives me enough of a reason to visit besides it’s dreamlike landscape. I’m a fan of the little magical flourishes like the bending tree and blossom falling, less so the flying whale. They are magical enough IRL in my opinion.
SL: This is another tough brief, and I think they’ve done a solid job. I don’t love it like I do the Tourism Tasmania ‘Come Down for Air’ campaign for example, as it lacks the originality of insight and thinking, but they’ve clearly tried to elevate it above the regular moving postcards approach that you see all too often. I like the feeling the track gives me and they’ve added some ‘magic’ throughout with little postproduction touches to elevate the spot, and it certainly does just that. But for me I struggled a little with the dancing as it’s been done quite a bit, and I felt the flying whale shark pushed the magical elements a little too far. Still, overall, it makes me want to visit WA.
SC: Beautifully shot and with moments of well-integrated VFX, this campaign shows off the varied and stunning landscapes of WA. The dreamscapes concept could have been something really big and different for the category but instead, the warped realism and music track feels recessive and gets lost amongst the dance.
CD: Landscapes bending with a contemporary dance interpretation and a contemporary track bending with an awesome Indigenous interpretation. ‘A dream’ is license to put an abstract twist on WA’s vistas – this platform could go anywhere.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.