Jules Hall Calls His Best Aussie Tourism Ads Of All Time!
With the Summer holidays so close you can almost taste them and Australian Tourism recently making a splash globally with their new “Come and Say G’day” campaign, advertising guru Jules Hall (pictured below), CEO of B&T’s recent Indie Agency of the Year award, The Hallway Agency, has compiled his list of top Aussie tourism campaigns of all time.
He unpacks why the ads were so effective in getting people to pack their suitcases and head Down Under and lets you in on a few little-known facts about the campaigns.
The Hallway Advertising Agency has created successful campaigns for Tourism Fiji, Tourism Queensland, QANTAS and Travelocity.
Here’s what Jules has to say about the brand new $125 million 2022 Australian Tourism Campaign, ‘Come and Say G’day!’ featuring Ruby the Roo voiced by Rose Byrne.
“It ticks a few of the marketing boxes – one of the challenges of tourism marketing is that you have to talk to multiple markets. So, there’s a few tricks that they’ve leant into.
They’ve used the two characters, and when you use characters it’s very easy to create a narrative and tell a story. Advertising is all about making people notice your destination and then remember it, so they’ve used the characters nicely.
It taps into a bit of nostalgia. The ‘Come and Say Gday’ line is actually the same line as the very famous 1984 campaign with Paul Hogan. Then there’s the soundtrack, which is the remix of the very famous Men at Work song Down Under –the marching tune for the famous America’s Cup winning team in 1983.
Couple with some quintessential Australian scenery, there’s a few winning components at play and it should work very well.”
THE TOP AUSTRALIAN TOURISM CAMPAIGNS OF ALL TIME
- The Original ‘Come and Say G’day’ campaign – 1984
Paul Hogan was our biggest Aussie star on the planet and this ad was long on Australian culture, almost stereotypical.
This ad designed just for the American market, and Paul Hogan was really able to play with the American/Australian cultural nuances, opening up a world of humour that was totally relatable to the US audience.
Soon after Hogan appeared on US television screens, Australia became a must-see destination. Within three months, it rocketed from No.78 on the most-desired holiday list for Americans to No.7.
Arrivals doubled over the first three years and for four years the growth rate was more than 25 per cent annually.
It’s also worth noting that the famous Paul Hogan line we remember as, “throw another shrimp on the barbie” is actually “I’ll slip an extra shrimp on the barbie for you.”
- ‘Where the Bloody Hell Are You?’ – 2006
This $180 million campaign got people talking for all the wrong reasons. Sometimes there’s a real benefit to an ad being banned – and ‘Where the Bloody Hell are You’ got banned in the UK and Canada.
The Canadians weren’t happy with the use of ‘hell’, and the Poms weren’t comfortable with ‘Bloody hell’.
They managed to negotiate to run it after 9pm in the UK – but that was certainly a talking point.
This campaign was Scott Morrison’s big legacy when he was in the seat at Tourism Australia – and gave him his nickname ‘Scotty from Marketing’
Finally, it propelled model Lara Worthington (nee Bingle) to stardom.
- ‘Crocodile Dundee remake’ – 2018 starring Chris Hemsworth
Hemsworth teamed up with Danny McBride as Brian Dundee, the somewhat mishap son of the legendary Crocodile Dundee – lured to Australia to feature in the follow up movie to his old man, except it’s not.
The ad was a clever throwback to Australia’s most famous export – Crocodile Dundee, with a great story line, brilliant humour and a massive star-studded line-up in addition to Hemsworth and McBride. Almost every big-name Aussie made the cut – Hugh Jackman, Margot Robbie, Russell Crowe, Isla Fisher, Jess Mauboy and Ruby Rose.
The awesome, authentic scenery featured in the campaign was second to none – overall a brilliant representation of Australia.
Latest News
Choose A Path Less Trodden This Cannes In Cairns
Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]
Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]
Here Are The Agencies That Made AFR’s Best Places To Work List And What The Industry Can Learn From Them
Did your office not make the list? Make sure your boss shouts at least two schooners at office drinks come Friday.
Get Ready, B&T’s Best Of The Best Is Back With The Top Holding Company Executive Leaders – Creative!
Want to know who the Grandest of the Grand Poobahs in the industry are? Look no further than this exhaustive list.
How A Glittering Campaign Helped The Australian Museum Sell 400,000 Tickets
B&T thoroughly enjoyed the Ramses exhibition at The Australian Museum, despite thinking we were going to the Archibald.
TV Ratings (30/04/2024): A “Shoey” Straight From A Fish’s Mouth Launches The Cheap Seats Into 2024
Last night's TV saw horny farmers beat Lego nerds, who beat fame-obsessed home cooks, who beat a chap with a large fish.
Spotlight Extends Partnership With Starlight Children’s Foundation
B&T always happy to promote the excellent work of the Starlight Foundation. Less so the Starfish Fanciers Foundation.
Amazon’s Advertising Quarterly Revenue Soars To $11.8bn
There are so many Amazon couriers visiting B&T headquarters at the moment our office dog doesn't know who to maul first.
VML Wellington Welcomes Jacob McGregor As Pou Ārahi Māori
McGregor set to lead cultural competency and safety at VML Wellington in important new gig.
“They Grow Up So Fast”: Simon Fowler On Five Years Of ABEL
Abel's CEO talks lessons learned from the agency's first five years. Including staff nicking all the Nespresso capsules.
Kyle & Jackie O Urge Melbourne To Pick A Side
Who can stop Kyle & Jackie O's indelible march into Melbourne radio? Is Peter 'Moony' Moon waiting by the phone?
Future & Taika Waititi Feature In Striking New Global Belvedere Campaign
Not only does drinking vodka make you cool like these dudes, it also has great weight loss properties for the bone idle.
The Fall Of Bonza: A Case Study In How To, And Not To, React In A Crisis
Does the collapse of yet another budget airline hark back to a gentler time of 17 hours spent on a Greyhound bus?
Opinion: Agencies, Be Unique – Stop Using The Word “Unique!”
Trinity P3's Ellie Angell says agencies are overusing the word unique. You could add omnichannel & holisitic to that.
Ex Marketing & Advertising Exec Releases Melanoma Memoir
Ex-adlander Anne Gately has penned a tome to skin cancer. Which is a handy reminder to check your moles, people.
Mamamia Appoint Danni Wright As New Head Of Strategy
Danni Wright takes up Mamamia's strategy reins with a feng shui expert called over positioning of office chaise lounge.
From The Bureau: Championing Competency & Cross-Industry Collaboration
The IAB's Jonas Jaanimagi calls for more specialisation in adtech. Meaning you'll understand it less than you already do.
Rumble Nabs Renee Park From Cutting Edge
Rumble has recruited Renee Park as one of its new sound designers. And it's only right to make some noise about it.
iD Collective Teams Up With City Of Parramatta To Amp Up NRL Fan Experience
Adland's often lampooned for never going further west than Surry Hills. So this Parramatta news is welcome indeed.
Slew Of New Hires At The Company We Keep
The Company We Keep announces new hires. Here's hoping it doesn't impact the RBA's interest rate decision.
UnDigital Announces Brand Refresh Helping Clients Achieve More Than 600% Sales Increase
Warning - this headline comes with some obscene bragging. Much like the B&T editor's 5/8 in the weekend footy tipping.
Microsoft Advertising: “We Make The Complicated Simple”
Microsoft ads wants to make the complicated simple. The total opposite to Korean restaurant menus & the recent Yes vote.
TV Ratings 29/4/24: Farmer Wants A Wife And Lego Masters Lock Horns In Overnight’s Battle
Who won the battle of the big guns - Lego or Farmer Wants A Wife? One thing's for sure, it wasn't Great Train Journeys.
Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]
IAS Awarded New Responsible AI Certification From Trustarc
Integral Ad Science tossing up over the mahogany or teak frame after being awarded TRUSTe Responsible AI Certification.
AWARD Calls For Hall Of Fame Nominations
B&T's noms for AWARD Hall of Famer includes Louis The Fly, Chums' talking Scottie dog & Mumbrella's coke dealer.
Havas Red Wins PagerDuty PR Account
Havas Red wins PagerDuty's PR. And judging by B&T having to Google PagerDuty, it could probably do with some help.
ACA Poised To Release Results Of 2023 Create Space Census
The Advertising Council unveils date for its census results. Hey, why not coincide it with an office lamington drive?
Why Fear Is Essential To Fernando Machado’s Creativity
If there's anyone B&T loves to chat to, it's fabled marketer Fernando Machado. Although the 5am time difference sucks.
Superdry Drafts AFL’s Patrick Lipinski For New Campaign
B&T fast regretting that poncho we just bought, as it appears the puffer jacket returns as winter's hottest trend.
Elon Musk vs eSafety: Legal Experts Warn That ‘Rogue Operators’ Like X Are Unlikely To Win Federal Court Battle
If this legal stoush boils down to who can afford the better lawyers, B&T's backing Mr Musk every single time.
Amy Poehler Presents First Look At Inside Out 2 At Vivid Sydney 2024
Vivid isn't about freezing your arse off while looking at lights on a wall, as you'll learn with this Amy Poehler news.
Mutinex Launches DataOS Improving Data Warehousing & Quality For MMM Marketers
Work in marketing? Does your data warehousing resemble a teenager's bedroom? Here's a Marie Kondo-approved read.
IMAA Celebrates Three Years Of Group Trade Credit Insurance Deal
Are you a struggling indie? Thinking of firebombing the building for the insurance money? IMAA has you covered here.
Adam Sandler Seemingly ‘Slams’ Ukraine In Pro-Kremlin Campaign
Host of A-list celebs caught slamming Ukraine's president. Thankfully it does have the Milli Vanillis about it.
New Marketing & Comms Agency For Defence & Aerospace Industry Takes Flight
As painful as this is to say, judging by current world events, the bomb & tank industries must be in rude health.