Tourism ad not meant to be ‘beautiful’

Written on the 9 September 2009

Tourism ad not meant to be ‘beautiful’

TOURISM Queensland’s $5 million advertising campaign with the jingle ‘hey hey this is Queensland’ has copped its share of criticism as creative agency Clemenger BBDO admits it was never meant to be ‘beautiful’.

The advertisement features four ‘Best Job in the World’ contestants in various locations to a theme song, based on the 1960’s hit ‘(Theme from) The Monkees’. The problem is that nobody knows who the candidates for the Best Job in the World are.

“Sometimes you have to put beauty and creativity aside to get sales,” says Clemenger BBDO Brisbane account director Heidi Monsour.

“We wanted to sell to a different demographic that was fresh and upbeat – we’re not going to try to make Queensland look as cosmopolitan as Melbourne, or as metropolitan as Sydney. We’re proud to be characters here and we wanted to create that energy.

“People with a creative opinion we’re not so worried about, we’re more concerned with people that want to take a holiday.”

Monsour says the ad, which went to air this week, has increased bookings from clients and has received positive feedback from Jetstar and Virgin Blue.

“We love it and we’re getting fantastic results. We won’t go out with PR yet - we want to get results and then go out and say this is what our goal was to keep clients happy,” she says.

“Our task was to create a retail campaign that would complement the ‘Best Job in the World’ campaign, to sell holidays as opposed to brand awareness.”

Premier Anna Bligh has called the campaign a ‘significant funding injection’ from Tourism Queensland, the proviso to do ‘everything in the government’s power to keep jobs afloat in the tourism sector’.


"It's fresh and vibrant and shows the variety of experiences on offer here - natural encounters, adventure, islands and beaches and the unbeatable Queensland lifestyle,” says Bligh.
“I can guarantee it will have everyone smiling, tapping their toes and singing along.”


While it pitches to a ‘new generation’, the irony is that many of the target audience would not know the 1966 hit song by a concept band that had their own TV show.
Tourism Queensland must be hoping that a lyric in the original song ‘you never know where we'll be found’, does not ring true.


A spoof of the ad has become one of the most watched online this week. http://www.news.com.au/travel/story/0,28318,25997764-5014090,00.html


Latest News

ONE OF AUSTRALIA'S 'DOPE HOPES' MOVES CLOSER TO IPO

QUEENSLAND Bauxite (ASX: QBL) is planning an independent ASX listing for its majority-owned cannabis producer, with Q...

AFTERPAY GOES TRANS-TASMAN WITH TRADE ME DEAL IN NEW ZEALAND

AFTERPAY Holdings Ltd (ASX: AFY) has entered into an agreement with New Zealand trading site Trade Me Group Ltd (A...

THE 2017 MELBOURNE TOP 50 COMPANIES REVEALED: NUMBERS 50 TO 41

THIS WEEK Business News Australia will reveal the 2017 Melbourne Top 50 Companies, featuring all the movers and sh...

FORMER MFS EXECUTIVES HIT WITH DISQUALIFICATIONS AND MASSIVE FINES FOR MISAPPROPRIATING FUNDS

FIVE key players involved in an investment company that collapsed in 2008 owing $2.5 billion have been ordered to ...

Related News

AFTERPAY GOES TRANS-TASMAN WITH TRADE ME DEAL IN NEW ZEALAND

AFTERPAY Holdings Ltd (ASX: AFY) has entered into an agreement with New Zealand trading site Trade Me Group Ltd (A...

STARTUP SUCCESS BOILS DOWN TO PERSONALITY, SAYS EXPERT

THOSE who own startups will know that there are many essential qualities of a good entrepreneur; their tenacity, fina...

SLATER AND GORDON TAKES SPOTLESS TO COURT

SPOTLESS Group (ASX: SPO) has been hit by a class action launched by Slater and Gordon (ASX: SGH) in the Federal C...

TOPSHOP GOES INTO ADMINISTRATION AMID VOLATILE RETAIL MARKET

TOPSHOP has become the latest in a string of retailers blasted by the volatile retail market, as the iconic fashio...

BOOK YOUR FUNCTION SPACE HERE

 

 

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter