Nation Branding Lab

A WINDOW INTO HOW CITIES, DESTINATIONS, AND NATIONS LIVE THEIR BRANDS

Tag: Australia

Australia’s ‘EntertaiNation Branding’

If you remember, the film Australia, released back in 2008, was starred not only by Nicole Kidman and Hugh Jackman, but also by Australia and its natural environment. The movie was a success in terms of sales and revenue and many nominations and the awards it had won.

It was the result of the close, clever cooperation among the Tourism Australia, Image of Australia Branch under the government,  film director Luhrmann, and the film corporation 20th Century Fox. The movie proves that if a nation’s government works closely with the entertainment industry to brand the nation’s image, it could result in the most visually scintillating projection of the nation’s image.

This campaign titled, “See the Movie, See the Country”, which turned the film into “a real-life travel adventure” shows how popular culture and entertainment can be an important tool for country brand standing.

Official trailor of the film Australia from Youtube

“So, Where The Bloody Hell Are You?”

How can a country like Australia fail to attract tourists?

Coral reef, Sydney Opera House, Harbor Bridge, and the Kangaroos… Australia is one of the countries that  have successfully unified its image as a vacation destination with its national image.

However, a few years ago Australia’s the “Where The Bloody Hell Are You?” campaign, one of its most ambitious campaigns, proved that Australia, too, can lose tourists. Tourism Australia spent $180 million Australian dollars to execute this campaign, targeting mainly United Kingdom, Japan, and Germany from 2006 to 2007.

I can see the ad’s effort to radiate the sense of youthfulness and freedom, especially when the girl on the beach says with a smile,  “So where the bloody hell are you?.”

Unfortunately, the attempt brought adverse responses from other countries, leading both England and Canada to ban the commercial. The problems were the word ‘bloody’ and the implication of unbranded alcohol consumption from the line “We’ve poured a beer” respectively.

Consequently, Australia had to suffer unexpected degradation of its image along with a decreasing number of tourists. Maybe Australia was a bit too bloody friendly to strangers.

(Video & Pictures : YouTube, Australia.com)

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