Why The ‘Shrimp On The Barbie’ Ad Remains Brilliant!

Why The ‘Shrimp On The Barbie’ Ad Remains Brilliant!

This story was originally published by

Jesse Desjardins from Tourism Australia takes us through one of the most iconic Aussie ads and how Australia can't be branded into just one category anymore.

SHARE
THIS



The ‘shrimp on the barbie’ tourism ad and the Crocodile Dundee movies starring Paul Hogan contributed to an extraordinary jump in visitor numbers to Australia in the late 1980s.

Hogan’s charm and charisma made him one of Australia’s most influential spokespersons of that time and, indeed, maybe of all time. But it wasn’t just Hogan. A unique and incredible interplay of circumstances, politics, and personalities combined to create a seismic shift in how Australia and other countries around the world promoted themselves as holiday destinations.

However, now 30 years on Australia is far too multicultural and complex a brand to be represented by a single spokesperson. But, by tapping into the collective genius of Australians, the tourism industry, and millions of international visitors, Tourism Australia (TA) is harnessing a new form of destination advocacy.

By embracing the power of social media, Australia’s national tourism organisation has created an army of passionate advocates who, collectively, have become perfect spokespeople for today. 

Each and every day they are helping to tell Australia’s rich and varied brand story in a far deeper and more powerful way than was ever achieved by Paul Hogan and Australia’s most iconic tourism ad. 

Read the full thesis here.

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]