From the SMH:
Australia needs to rethink its sales pitch to Asian tourists who believe a holiday here is too expensive because of the way is marketed in Asia, the boss of Malaysia’s budget airline, AirAsia X, says.
Giving an outsider’s perspective of Australia’s latest ad campaign, Azran Osman-Rani said Australia’s tourism industry needs to be more tactical in convincing Asians to travel here for holiday, rather than relying on a “very strong brand campaign that might seem out of reach for a lot of people”.
…Azran Osman-Rani … sayd the Tourism Australia campaign aims too high.
But Mr Osman-Rani said the visuals in the campaign “There’s nothing like Australia” seemed to focus on a “very very high niche” which appeared to put it out of reach for a potential Asian tourist.
Far be it for me to disrupt the great Australian tradition of deploring its toursim ads but, well, aren’t we a “very, very high niche” these days? Isn’t that why we see the bogan exodus every month to Bali and Thailand?
And surely this is some improvement on baps-out Bingle.
It is also excellent to see a foreign CEO embarking on the truly Australian path of campaigning for a tax-payer funded ad campaign for its business. Aussie, Aussie, Aussie. Oi, oi, oi!
