Putting the initial controversy behind it, South Australian Tourism Commission has launched its latest iteration of its “Old Mate” campaign and, much like the first spot, it doesn’t do a hell of a lot to entice visitors to the state.
The latest spot’s a mere 16-seconds and shows the actor from the original spot strolling through Adelaide Airport with two friends in tow and all to Thin Lizzy’s seminal track The Boys Are Back In Town.
Again, the ad’s the work of incumbent creative agency TBWA\Adelaide who appear to be referencing the initial kerfuffle from the first ad – which was labelled ageist, offensive and depressing – as people simply misunderstanding the parody.
Check out the new work below:
And here’s the first spot that was described as being “so depressing it needs the Lifeline number at the end”.
Not that it stopped Tasmania from parodying the idea, its state’s tourism organisation stealing the “old mate” idea in a cheeky rip-off campaign. Check it out below:
But if the old saying that “any news is good news” then “old mate” is definitely attracting plenty of PR.
According to South Australian Tourism Commission, the original campaign had 662 articles published about it, reaching 10.59 million Australians. The highest two days of domestic web traffic to Southaustralia.com were also recorded on the weekend of the 7-8 September. It also claims tourist visitation to the state has increased 23 per cent year on year.
We all felt helpless in the face of 2020’s constant barrage of disasters and catastrophes. And 2021 hasn’t let up either. Last year, Australian Red Cross experienced its biggest demand since World War II, so it has responded with a new brand campaign bringing attention to this overwhelming feeling and highlighting its 106-year track record […]
As Master Chef prepares to launch back onto screens on Monday 19th April, B&T had the opportunity to speak to the show’s hosts, food critic Melissa Leong and chefs Jock Zonfrillo and Andy Allan, who won the show’s fourth season. The three judges first appeared on last year’s Masterchef: Back To Win, which saw returning contestants […]
Undoubtedly one of the most overused slogans in marketing’s and advertising’s history is John Wanamaker’s iconic “half the money I spend on advertising is wasted; the trouble is I don’t know which half”. And it’s a credit to the quip’s longevity that last year the line celebrated a real milestone – its 100th birthday. But […]
The SingularityU Australia Executive Program will take place this may, celebrating leadership at the intersection of the values of humanity and the value of technology. The Elon Musks, Apples and Xeros of the world are taking risks for humanity and creating new technologies that streamline and beautify business operations. They simplify life by providing basic […]
Brisbane media professional and former OMD Australia Account Director Taylor Fielding (pictured) has officially launched TFM Digital. TFM Digital is a specialist media agency based in Newstead which primarily provides media buying services, and strategy development, to businesses chiefly, but not exclusively, within the franchise sector. Prior to the launch of TFM Digital, Fielding spent […]
Judging by the hangovers in the B&T office today you can count yourself damn lucky we even managed this photo thingy.
Launch marketing specialists Five by Five Global have been appointed by FutureFeed to develop their brand, international certification trademark and go to market strategy. The innovative livestock feed ingredient developed by CSIRO, Meat and Livestock Australian and James Cook University uses a specific genus of seaweed, Asparagopsis, which significantly reduces methane emissions in ruminant livestock. […]
Andrew Knowles, partner and co-founder of the corporate communications consultancy Shoebridge Knowles Media Group (SKMG), has won the PR category in the 2021 B&T 30 Under 30 Awards. Knowles received the award at a ceremony in Sydney last night, claiming victory in a highly competitive field that included leading executives from some of Australia’s biggest […]