Mark Ritson on the effectiveness of Tourism Australia's award-winning 'Dundee' ad
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- Опубліковано 3 лип 2024
- Mark Ritson explores how Tourism Australia's 'Dundee' Super Bowl ad helped drive Americans' consideration, desire and intention to visit Australia.
This is great content. I've shared it with our marketing team, thanks so much Mark & MW.
In terms of educational content: perfection !
One more super interesting analysis, getting addicted to these! It would also be really interesting if you could provide a very quick background of the internal team developing these brand strategies, like what they were doing before, if they were working at other companies that inspired them to pursue these sort of strategies, etc. Either way, big fan here!
Second this
Great, thank you. I have a question. Ok, we identified the problem- the gap between consideration and intention. So how this impacted the end message? How it would differ if we have gap between awareness and intention? It seem to me that we would have the same video with Dundee. Social media “interviews” would slightly change.
Each phase of the funnel is affected by different attributes perceived by the consumer. In each phase you will have some attribute that will be builders and others that will be barriers. You need to analyze which attribute are positive and negative and compare them between the perception of the buyers and non buyers.
Then you will identify opportunities that you will address and position your brand based on that which then will lead to an objective.
In this case a barrier in intention was the distance therefore the focus of the campaign was in positioning all the other attributes the consumers valued to desire going to Australia and at the same time giving solutions to the problem of distance.
However if the problem was awareness instead you would have to see which attributes would be more valued in the awareness moment and position on that to convert more people to consideration.
It was a late answer but I hope it helps
Awareness consideration intention desire
so, how can it reach 9.2b when only about 8b people worldwide?
A question and answer section where the questions are fobbed off can only have a negative effect. Treating potential customers as half wits, it'a bloody wonder they come here at all.
2020 cue Corona
😬😬
Does the video being digital make any difference at all? Who cares about the technology used?
There is something that just DOES NOT ADD UP in this presentation. Why can’t Mark Ritson explain to the viewer why the price of automotive fuel has been at its highest of all times since the last federal elections. This is in conflict with the treasurer’s statement made before the federal elections that the economy has recovered from deficit and is now in surplus. How can the never ending increases in our utilities’ (gas, electricity and water) bills be justified if the economy has recovered from deficit? Another $ 38M. from the same “slush fund” set aside for a program of excellence by George Brandis, and which “slush fund” was re-allocated to the Australian Art Council has now been wasted. This new waste is in addition to the initial $ 36 M. that had been wasted by the Australian Tourism Commission for an advertising campaign at the Super-Bowl in the USA. The advertising campaign at the Super-Bowl destroyed the image of Australia and Australians abroad.