The big news yesterday was the arrival of Tourism Australia’s first global campaign since 2016. The work of M&C Saatchi, the campaign featured a CGI kangaroo called ‘Ruby’ and starred acclaimed Aussie actor, Rose Byrne. You can read B&T’s full reporting HERE and an interview with Tourism Australia’s CMO, Susan Coghill, HERE.
As with any Aussie tourism ad, the naysayers were soon out deriding the overused tropes and touristy imagery featured in the campaign that comes with a reported spend of $125 million of your taxpayer cash. Arguably many forgetting the work is designed to attract overseas travellers – primarily from Japan and the US – and not us local Aussies.
Online comments to the work included “embarrassing”, “lame,” and “retro”! Another likened Ruby to “a stock character from a PS2 game circa 2003”.
Still, the work also had its fans. “This is not for us. It’s for the rest of the world. What matters is that they like it,” said Kirsty Muddle, chief executive of Dentsu Creative.
Muddle added: “Leaning into obvious and, most likely, well researched symbols of Australia like kangaroos and an Australian song where most of the world can sing the chorus, makes it easily accessible to a global audience.”
John O’Sullivan, chief executive of Experience Co and former Tourism Australia managing director, said: “I think they’ve really purposely gone back to those iconic images of Australia that the rest of the world knows us for.”
And now a new ad for the Queensland Symphony Orchestra (QSO) has dropped that has – the gorgeous music aside – been labelled “possibly the best tourism ad ever” and that’s despite not even really being a tourism ad!
Called “Sounds like Queensland” and celebrating QSO’s Season 2023, the almost four-minute ad shines the light on music and celebrates some of the state’s most beautiful and iconic locations – from the beach to the rainforest, and the outback to the city. Watch the stunning work below:
Social media watchers were quick to praise the QSO ad, describing it as “beautiful and uplifting”, “absolutely enchanting” and “stunning scenery with beautiful music”.
QSO chief executive Yarmila Alfonzetti commented: “On the mainstage, in our studio, in the pit for the opera and the ballet, and touring all over this vast State; QSO thrives as an arts company for all Queenslanders. Be in no doubt that the QSO underpins a significant portion of the major performing arts sector in Queensland,” she said.
“On the regional touring front, the Orchestra is committed to sharing the power of music with as much of the state as possible – from Longreach to Bundaberg, Toowoomba to Atherton. We look forward to making a unique announcement in this space at the beginning of 2023.”