This week's seminar was on the movie Australia, and it's use in promoting the country, as well as the many different types of travel shows that are on television nowadays.
The first thing that struck me about this topic, was the fact that up until the movie 'Australia', the country's marketing bodies decided that it was too complex to promote tourism through films, even though a number of great movies were made in Australia that would have had the potential to entice tourists here. Crocodile Dundee and the Mad Max films were pretty big successes overseas, and could probably have been major draw cards to the country had a tourism campaign for Australia been attached to their release.
Maybe Tourism Australia and the previous marketing bodies before that organisation had just decided they weren't going to pursue tourism campaigns through films, but when a blockbuster movie came along with superstar lead actors and director, and with the actual name of the country as the film's title, the opportunity was just too good to pass up. Especially, I imagine, with all the publicity that the country would get as a result of the film: international eyes on the country and its stars, the country's name repeated multiple times in every interview to describe the film itself, and the fact that most of the stars, director and crew were Australian, and the landmark locations where filming took place.
I felt quite proud when I heard that Tourism Australia is known to be quite innovative in the destination advertising they employ. For all the criticism they get for some of their advertisements and campaigns, at least they are trying new ideas and working out which ones do and don't work. I also think that the way the newest advertisements were done was better than expected. I like the fact that, instead of using clips from the film or the major stars, the ads were based on only one theme of the movie, one that many international markets (and probably many national markets as well) wouldn't have heard of before. Everyone knows to come to Australia to see the kangaroos, koalas, Uluru, the bridge and Opera House, but the concept of the 'walkabout' is probably far less known, and the ability to 'arrive' as one thing and 'depart' as something completely different, might be appealing to many people. I think the use of visual emotional rhetoric is very clever... and if none of these appeal to people to watch the ads, then the fact that they were written and produced by Baz Luhrmann will most likely push them to press play/keep watching the television.
I think the amount of travel shows on TV (whether commercial, combined, incidental or accidental) is amazing. Just watching free-to-air TV on a Sunday afternoon and there are at least 4 different travel shows on, with even more during the weeknights. Then there's pay-TV! The notion is obviously a popular one. People like watching attractive hosts visiting beautiful places, eating delicious food, meeting the quirky locals, and partaking in the great activities that are available wherever they happen to be. I don't think I ever realised just how many different shows there actually are! And they must have the ability to generate sales or at least awareness for the places that they promote, because all of the shows are still airing, and destination are still asking them to come and feature their area on television.
It might be a hard thing to measure, though. Obviously if people call the numbers that are always displayed on the screen at the time of the hard sell (how to get there, where to stay, how much, etc), then that's an easy measure. But how many people would watch the shows, and then forget about the destination until they decide to go on a holiday, and one from the program is on the top of their mind, but they don't book through the same method as was outlined during the show. It seems that they might be more about creating awareness and eliciting curiosity than gaining actual sales straight away.
I also like the idea of movie maps and guide books specifically developed to show people where certain filming takes place or is inspired from. It seems a shame that the Australian version of a movie map developed by Denise Corrigan wasn't the great success it could have been. I think people would be very interested in that sort of thing in Australia. I think it would also be quite popular if the major guide book publishers put out their own version of movie maps, or movie guide books, rather than just leaving the specific movie fans to create their own (even though some of these have been very successful). Maybe an organisation like the Lonely Planet could collaborate with people already very knowledgable about film locations, such as the person behind the 'Worldwide Guide to Movie Locations' website. The creator calls the site a Film Locations Travel Guide, so having the information in both website and actual book form might prove popular and get awareness about these amazing places out into the world.
*On closer inspection, it seems the man behind the website has already produced his own book that does just what I've suggested*.
Finally catching up with these silly journal entries! At least there's a few more I can cross off the list... Not long to go now!!
Back to work.
xox
