G'DAY USA
January 15th 2007 00:00
Maybe some of you have heard that its Australia Week in the USA.(http://www.australia-week.com/) Weird, isn't it? Australia has a week, black history has a month...what else can we designate to be recognized in very short, determinant periods of time?
And the aim of the G'day USA campaigan? As far as I can tell its got something to do with increasing Australia's "visability" to the general American public. And just how is this laid-back country exposing itself to Americans....well, through food and wine, exotic animals, and of course, Bindi Irwin, the very very young daughter of the late Steve Irwin.
Out reach is limited in scope (perhaps purposefully?) to NY and LA and one of the central elements of this exposure is Bindi, The Wiggles, and The Crocmen. As a New Yorker by birth all I can say to that is "OY!"
While my great love in life is Australia, and I certainly am pro-raising American's awareness to the fabulous country half a world away, I do not believe that it is trendy to exploit the children of the famous, especially in the wake of a tragic death. Moreover, I don't really think that Australia has anything to do with The Wiggles, or Bindi Irwin (in fact, i couldn't for the life of me remember her name until i just read it on the G'day USA website.) The food and wine I could see, but honestly, if you're looking to promote your country you should really find things that your citzenry can identify with, as well. Otherwise people are going to be bloody shocked if they actually decide to turn up.
Speaking of Bloody Shocked, perhaps you've heard of the ad campaign Australia ran in the UK to increase tourism. It was a far cry from the G'day USA campaign, I can tell you that. Utilizing all the fabulousness of Australian humour including that biting wit and ridiculously dry taste, Australian tourism asked citizens of the UK "So, where the bloody hell are ya?" after bombarding their television with images of Australians at play in the sun and surf. Controversy was large (using bloody hell on prime time television was deemed inappropriate and before a certain "late night hour" bloody hell had to be bleeped), but the campaign is genius. It took adversiting to a whole new level, as far as I'm concerned.
And if Australia really wanted Americans to get up and get going to their shores for holidays I would suggest a similar campaign to the UKs. Despite the image of American's as prudes, i think its safe to say that Bindi Irwin and the Crocmen are too prudish even for us. If Australia is serious about American tourism I reckon their new ad campaign should be:
So, Why the bloody hell aren't you here yet?!
Nothing like a little british swearing to get America's attention, to wake them up with what is likely to be a much more effective kick in the butt towards making G'day USA effective!!
And the aim of the G'day USA campaigan? As far as I can tell its got something to do with increasing Australia's "visability" to the general American public. And just how is this laid-back country exposing itself to Americans....well, through food and wine, exotic animals, and of course, Bindi Irwin, the very very young daughter of the late Steve Irwin.
Out reach is limited in scope (perhaps purposefully?) to NY and LA and one of the central elements of this exposure is Bindi, The Wiggles, and The Crocmen. As a New Yorker by birth all I can say to that is "OY!"
While my great love in life is Australia, and I certainly am pro-raising American's awareness to the fabulous country half a world away, I do not believe that it is trendy to exploit the children of the famous, especially in the wake of a tragic death. Moreover, I don't really think that Australia has anything to do with The Wiggles, or Bindi Irwin (in fact, i couldn't for the life of me remember her name until i just read it on the G'day USA website.) The food and wine I could see, but honestly, if you're looking to promote your country you should really find things that your citzenry can identify with, as well. Otherwise people are going to be bloody shocked if they actually decide to turn up.
Speaking of Bloody Shocked, perhaps you've heard of the ad campaign Australia ran in the UK to increase tourism. It was a far cry from the G'day USA campaign, I can tell you that. Utilizing all the fabulousness of Australian humour including that biting wit and ridiculously dry taste, Australian tourism asked citizens of the UK "So, where the bloody hell are ya?" after bombarding their television with images of Australians at play in the sun and surf. Controversy was large (using bloody hell on prime time television was deemed inappropriate and before a certain "late night hour" bloody hell had to be bleeped), but the campaign is genius. It took adversiting to a whole new level, as far as I'm concerned.
And if Australia really wanted Americans to get up and get going to their shores for holidays I would suggest a similar campaign to the UKs. Despite the image of American's as prudes, i think its safe to say that Bindi Irwin and the Crocmen are too prudish even for us. If Australia is serious about American tourism I reckon their new ad campaign should be:
So, Why the bloody hell aren't you here yet?!
Nothing like a little british swearing to get America's attention, to wake them up with what is likely to be a much more effective kick in the butt towards making G'day USA effective!!
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Comment by ChrisB
Formula 1
The Social Centre
As for the G'Day USA thing - they should be teaching yanks three things. 1) Koalas are Koalas, not Koala bears. 2) Canberra is Australia's capital, not Sydney, not Melbourne, not Brisbane, it's Canberrra, and 3) Crocodile Dundee is NOT every Australians favourite movie.
Comment by Joanna
Comment by ChrisB
Formula 1
The Social Centre
Comment by Joanna
Comment by Nina
As for the "Where the bloody hell are you?" campaign, didn't that run in Canada as well? I seem to remember a story about them having no objection to the bloody hell, but they had a problem with the reference to beer because it was unbranded...
Comment by Joanna
as for the "where the bloody hell are you" campaign, i wouldn't be surprised if it was run in Canada, as well. As Canada shares a special status with Australia it is easier for Canadian residents to come over to Australia, as it is also easier for UK residents to come over. Maybe the reason that Australia hasn't targeted America in such a way as to have a really effective campaign is because they don't really want us!! just a thought....