Impact of Promotional Campaign on Australian Tourism industry - Case Study Example

IMpact of Promotional campaign on Australian tourism industry & brand building Executive Summary The Australian Tourism department has developed two campaign Where the bloody hell are you’ campaign and the current ‘There’s nothing like Australia’ campaign which focused on improving the state of the tourism industry so that more and more people could be attracted to the country. Both the campaign highlighted the different features of Australia and looked towards attracting people based on different features and experience which the tourist will be able to undergo. Despite the efforts to develop the campaign both the campaign showed different results. Where the bloody hell are you’ campaign was not able to generate the same effectiveness as the ‘There’s nothing like Australia’ campaign as the first campaign had some objectionable matter. This thereby had an impact on the brand Australia and also made different proponents raise voice against the strategies used by Australia to promote their tourism industry. Despite the different gaps the Australian tourism industry was able to see certain benefits as the tourist industry was able to increase its business but to a limited extent. This requires that the Australian tourism industry focuses on areas through which better effectiveness is generated and looks to promote the culture of Australia by ensuring that there is no objectionable matter which will help to build brand Australia as a bigger tourist destination. Table of Contents Introduction 4 Market Research undertaken by Tourism Australia 4 Trend in the Tourism Industry after the campaign 5 Target Market aimed through the Campaign 6 Effectiveness of the Campaign 7 Image portrayed by the Campaign 9 Conclusion 10 References 12 Introduction The Australian government to promote tourism has looked towards taking active role and has developed campaign which helps the different type of visitors to understand about the different destinations which are available in Australia. The campaign has been developed to promote the tourism industry in Australia and aims to attract all kind of people so that the economy is able to earn foreign currency by attracting people from all around the globe. To gain maximum effectiveness the Australian government has developed two campaigns Where the bloody hell are you’ campaign and the current ‘There’s nothing like Australia’ which aims to attract people towards the country. The campaign was effective in different ways as it attracted people differently and has raised voices from different quarters resulting in different results and effectiveness. This report looks to explore the different campaign which has been undertaken by the Australian government and reflects the effectiveness which the campaign provided. In addition to it the report also examines the manner in which the tourism industry was affected after it and highlights the image that the campaign was able to create. This will thereby provide useful direction for the future functioning of the different campaign and will help to understand the manner in which the country is able to attract customers through the different campaigns. Market Research undertaken by Tourism Australia The Australian government with the objective of improving the tourism industry looked towards attracting tourist by designing campaigns which highlighted the different places of tourist attraction, image and the different brand through which overall effectiveness can be improved. To be effective the Australian government developed two campaigns which were aimed at attracting people from different section of the society and the complete description of the campaign is as below Where the bloody hell are you: The campaign which was started in 2006 looked towards highlighting the different places through images showing the Sydney Opera House, Beaches, and a mug of beer which looked towards highlighting the different attractions which the people visiting the place will be able to get. The campaign doesn’t look to use people or faces which are renowned but sarcastically aims at attracting customers by asking them where they have been so long and have not visited the Australian country. The campaign looks towards attracting people by making them aware of the diverse culture through the campaign and looks towards instigating within the tourist an urge to visit the place due to the difference in experience that the tourist will undergo. There’s nothing like Australia: The campaign which has been started by the Australian tourism industry is different from the previous campaign as the campaign looks towards attracting tourist but at the same time being polite and using words which don’t go against any custom or people. The campaign looks at highlighting the different tourist destinations and looks to attract people by highlighting the different features of the tourism industry. The campaign has been developed after careful consideration and aims at attracting all the of people so that their experience can be enriched. The campaign looks to provide pictures and feedback from people who have been to Australia so that there experience can be shared based on which people will be attracted towards the country. This will thereby help the Australian tourism industry to bring the required turnaround through which the Australian tourism industry grows and is able to attract people. Trend in the Tourism Industry after the campaign Both the campaign which were run by the Australian tourism industry aims to attract people towards the economy. The effect of the campaign “There’s nothing like Australia” will be known after a certain period of time as it is a new campaign which has been launched by the government. The previous campaign “Where the bloody hell are you” was not very successful in attracting the correct section of the society because of word “bloody hell” being used in the campaign which received sharp reactions from all around the globe. Despite the manner in which the campaign has brought both negativity and positivity the Australian tourism industry has witnessed an increase an increase in the number of Chinese visitors to the country which is expected to be around 16% of all the visitors by 2016 and has increased up from 9% now (Mole, 2013). The campaign was controversial but at the same time helped to attract the attention of the people which thereby ensured that the required purpose to create awareness was achieved to a large extent. This was matched by the fact that the tourism spending had grown by $4.2 billion since the campaign was launched in 2006 (Morrison, 2008) The development of the new campaign will further support the old campaign and will help to bring the required turnaround through which the overall impact and effect on the tourism industry will be better witnessed. This will thereby help to understand the manner in which the campaign was able to bring the required effectiveness and improve the tourism industry by ensuring that the spending increases. Target Market aimed through the Campaign The research was aimed towards attracting all type of people and looked towards communicating the different experiences and products so that effectiveness could be gained in the campaign. The campaign was aimed for people residing outside Australia as the campaign aims to attract people by highlighting the different experience that the tourist will be able to undergo. The first campaign “Where the bloody hell are you” had a mixed effect as it attracted some section of the society but also created doubts regarding the communication measure which was adopted as the communication instead of being clear and highlighting the manner in which Australia is an attractive tourist destination caught the attention of many because of being controversial. The campaign due to the involvement of controversy helped to attract the attention of the people towards the country but the overall effectiveness which was expected of the campaing was not achieved (Hawes, Taylor & Hampe, 1991). The campaign should have ensured that more and people were attracted towards Australia but the final outcome was not as desired due to the fact that certain objectionable materials were highlighted which thereby created an adverse effect instead of a positive effect. The second campaign which is “There’s nothing like Australia” should be able to fetch positive result because the campaign has been designed and developed in such a manner that it doesn’t goes against any one. The campaign looks to highlight the experience of different people who have travelled Australia and highlights their experience. This will thereby has its applicability for all type of customers because sharing the experiences of different type of people will have to bring forward the manner in which the entire campaign has been developed to gain effectiveness and will thereby be able to attract more and more tourist as the experiences have been taken from people from all places and age. This will help to create a positive impact and will thereby help to attract the correct section of the society. Effectiveness of the Campaign The effectiveness of the campaign towards destination marketing was not very successful when the first campaign “Where the bloody hell are you” was as it didn’t look to work on the core strengths through which more and more people could have been attracted towards the industry. The success of the campaign “Where the bloody hell are you” can be understood on the following parameters Unique Tourism Features: The campaign was developed aggressively and highlighted the different features of the tourism industry. The campaign was developed in such a manner that it made people understand about the culture of the country, the different activities which can be undertaken, the beauty and overall style through which the experience of the tourist will me maximized. The process of developing the campaign was sound and looked at including different things through which the overall experience of the people visiting the country would increase as the campaign clearly highlighted the unique features. Clear Images: The campaign which was developed also ensured clear images and highlighted the different places and areas through which the overall effectiveness can be achieved. The campaign clearly highlighted the different images and showed before the tourist the different features and areas through which better effectiveness could be gained. The image highlighted the different areas through which the tourist were able to identify the different areas through which different areas were highlighted and will thereby help to bring a complete transformation in the image of the people (Buhalis, 2000). Highlighting clear image also ensured that the overall effectiveness was gained and the process thereby ensured that the Australian tourism industry was able to attract people. Highlighting the different image ensured that the campaign was able to bring the required transformation through which better perception was able to develop in the mind of the tourist looking to visit Australia. Solid Brand: This was an area which the campaign lacked as it highlighted the gap between building a brand and the manner in which it was delivered. The campaign was not able to create the required brand as it lacked the required penetration. The fact that building the brand didn’t help to provide the required direction and instead of creating a positive brand building had an adverse impact on the brand (Elbe, Hallen & Axelsson, 2009). This thereby had an effect on the overall tourism industry as it was not able to create the required positive inputs through which overall development of the industry was possible. This was an area which the campaign didn’t address properly due to which the overall benefits which could have been received from the campaign was not possible Thus the campaign “Where the bloody hell are you” wasn’t able to work on the three required pillars through which the required positive advantage could have been generated which could have helped to increase the overall effectiveness of the tourism industry. Since, the campaign didn’t look to work and achieve the required efficiency it thereby wasn’t able to provide the required effectiveness from the campaign On the other hand the second campaign “There’s nothing like Australia” was successful as it concentrated on the different pillar through which the campaign was able to attract more and more people towards the country. The campaign has been designed in such a manner which looks to ensure an increase in the volume of customers will thereby help to increase the overall method through which the tourism industry gets promoted. This can be further seen from the three different pillars shown below Unique Tourism Features: The campaign was developed in such a manner that it helped to highlight the unique features of the destination. The campaign used a method where the highlighted the different experience of the people who had visited the country ensured that people were able to associate with the same and was thereby able to bring the required transformation. The campaign was developed in such a manner that it made people understand about the culture of the country, the different activities which can be undertaken, the beauty and overall style through which the experience of the tourist will me maximized (Blain, Levy & Ritchie, 2005). The process of developing the campaign was sound and looked at including different things through which the overall experience of the people visiting the country would increase as the campaign clearly highlighted the unique features. This will thereby help the tourist to understand better about the country and will help to develop the required distinctive image of the place Clear Images: The campaign developed by the Australian government further concentrated on highlighting the different images before the tourist so that they could understand the different experience they will be undergoing by visiting the country. Further, the campaign which was developed also ensured clear images and highlighted the different places and areas through which the overall effectiveness can be achieved (Blackman, Foster, Hyvonen, Kuilboer & Moscardo, 2004). The campaign clearly highlighted the different images and showed before the tourist the different features and areas through which better effectiveness could be gained. This thereby helped to develop a clear image in the mind of the tourist and acted as a method through which more and more people were attracted towards the country. Solid Brand; The campaign was also developed towards promoting the brand Australia and ensured that the campaign had no objectionable materials. This helped to attract people from every nook and corner of the globe and thereby helped to catch the attention of the people. The fact that the campaign promoted the rich biodiversity and looked towards strong brand building which requires depicting the different things in the most formal manner so that it catches the attention of many and doesn’t raises objections from any areas. Australian tourism industry while looking to advertise through the different media vehicle has to ensure that the legal and ethical aspects are adhered to (Baker & Cameron, 2008). The economy has to ensure that all the ethical and legal requirements which have been stated are attained. While looking to advertise care has to be taken that nothing objectionable against any section of the society is published. This will thereby act as a method through which the campaign will be able to gain the required relevance and will be able to attract more and more people towards the country The campaign “There’s nothing like Australia” was successful as it concentrated on the different pillar through which the campaign was able to attract more and more people towards the country. This will thereby ensure that the campaign gets the required attractiveness and is able to bring the required transformation through which more and more people are attracted towards the country. Image portrayed by the Campaign Both the campaign looked at portraying different image about the country Australia so the intention of the campaign was not so. The campaign “Where the bloody hell are you” wasn’t productive as it used certain objectionable words which received strong criticism from the different people. This thereby tarnished the image of Australia as it showed that the economy was looking to adopt ways which were not ethical and only looked towards increasing their business at any cost (Minghetti, 2001). The campaign further highlighted that the aspect of image and brand building was not given any importance and instead the aspect to develop the tourism industry was only considered. This had a negative impact as certain section of the society abstained from travelling to Australia and thereby had an impact on the overall performance of the country and tarnished the image of the country. The campaign “There’s nothing like Australia” was on the other hand aimed towards brand building and portrayed a positive image of the country. The campaign was also developed towards promoting the brand Australia and ensured that the campaign had no objectionable materials. This thereby ensured that the brand Australia was promoted and attracted more and more tourist towards the country as the economy worked on the model through which better areas were highlighted and thereby improved the overall brand perception for the country (Prideaux & Cooper, 2002). The most important aspect while looking to advertise is to ensure strong brand building which requires depicting the different things in the most formal manner so that it catches the attention of many and doesn’t raises objections from any areas. Australian tourism industry while looking to advertise through the different media vehicle has to ensure that the legal and ethical aspects are adhered to. The economy has to ensure that all the ethical and legal requirements which have been stated are attained. While looking to advertise care has to be taken that nothing objectionable against any section of the society is published. In addition to it the advertisement should look towards attacking the brand name of other companies directly instead should look towards ensuring that better mechanism is developed through which the legal and ethical requirements are fulfilled. Conclusion The report thereby analyzes the campaign ‘Where the bloody hell are you’ campaign and the current ‘There’s nothing like Australia’ campaign and showed the different areas which were focused in both the campaign. Both the campaigns were developed with the objective of attracting people from all around the globe to the country so that the tourism industry grows. Where the bloody hell are you’ campaign was not able to generate the same effectiveness as the ‘There’s nothing like Australia’ campaign as the first campaign had some objectionable matter. This resulted in affecting the brand image of the organization and thereby had a role in affecting the tourism industry. On the overall outlook both the campaign didn’t help the tourism industry as it promoted and increased the business of the tourism industry but wasn’t as effective as it was thought to be. The overall result was that the campaign which was developed to measure the effectiveness of the tourism was not able to provide the correct result and showed the different areas which have to be further improved in the campaign so that the overall strategy to attract more and more tourist becomes effective. References Baker, M. J., & Cameron, E. (2008). Critical success factors in destination marketing. 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