Just released documents have shown that the South Australia’s Tourism Commission was warned its now infamous “Old Mate” ads were inappropriate months before the campaign even launched.
The ads, released in September, were the work of TBWA\Melbourne and were roundly condemned as being “offensive, ageist and depressing“.
But new research obtained under Freedom of Information laws and reported on the ABC has revealed South Australia’s Tourism Commission was warned that the ads were “not child friendly” and would only appeal to grey nomads.
According to the report, the ads were shown to focus groups prior to their public debut with respondents bemoaning the campaign as depressing, lacking diversity and being too male-centric.
According to the documents “most interstate travellers agreed that it’s not child friendly and potentially aimed at older travellers or ‘grey nomads'”.
“More variety in the attractions shown in Adelaide/SA would help counter this and enhance the impact,” it noted.
Focus group attendees commented: “I can’t take my kids to any of these locations … I’d be more interested in activities for families.”
Another added: “This type of holiday is about 30 years away.”
“I am not sure that they show that there is really enough to do and see there,” said another.
“This ad would be further enhanced, however, by showing different people from different backgrounds or different demographic profiles enjoying the variety of activities in SA,” commented another.
South Australia’s Labor opposition led the chorus of complaints over the ads, lambasting the government’s decision to award the creative to a Melbourne agency and for cutting the state’s tourism budget.
Opposition Leader Peter Malinauskas said: “Let’s get that advertising contract out of Victorian hands, back into South Australian hands and get our state’s marketing back on the right track.
“Steven Marshall’s got an opportunity now. He’s the Premier of South Australia, he’s the Tourism Minister. The buck stops with him and he’s got the chance to reverse that,” Malinauskas said.
However, supporters of the campaign – that finished in December – said South Australia’s Tourism website had received 22 million hits following the launch of the ads.
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]