While this latest video hasn’t pleased everyone, the reaction is decidedly more positive.
Advertising guru Russel Howcroft said the commercial was “tremendous”. As a panellist on ABC’s marketing analysis show Gruen, he’s seen plenty of ads, both good and bad, and he says this one’s strength lies in its star power.
“It’s a big deal to do something like that – it’s a huge amount of effort,” Mr Howcroft said, noting Minogue’s presence would be “hugely powerful” in the British market.
“If ticket sales don’t go north I’d be very surprised,” he added. “I hope the weight of praise is as strong as the negativity last time around.”
But Australian National University marketing lecturer Andrew Hughes felt the ad was “a bit hit and miss”.
“It’s stuck in the middle of wanting to be a song and a bit of a parody about the UK,” Dr Hughes said. “No offence to Kylie – if anything she saves the ad.”
Dr Hughes said the video lacks “shareable moments” and that all-important wow factor.
“We’ve got to create that experiential element [for] the brand and it’s just not there.”
Dr Hughes said when it comes to a UK audience, awareness of Australia is not the problem. Rather, it’s the distance and cost to get here that stops most people from coming over. From that perspective, he believes the campaign should have highlighted unique Australian experiences.
“You want to make people have an indisputable reason to hop on a plane,” he said. “At the end of the day it’s got to change behaviour and make people do something. It’s just not going to. I’d be very shocked if it does that. I can’t see people hopping on a plane after watching that ad.”
Sarah Gardiner, director of the Griffith Institute for Tourism, said the advertisement was “very well done” and that its targeted approach is a good example of the “real evolution in tourism marketing”.
“It was clever, funny and really entertaining,” she said. “This particular advertisement really shows our lifestyle and our personality. I really liked the reference to forgetting your worries and living the Australian life.
“How we market to different nationalities is very culturally specific,” she said. “How we talk to the China market may be very different to how we talk to the UK market.”
A spokesman for Tourism Australia said specific campaigns targeting visitors of other nationalities, including China and India, would be released at a later date.
“Gone are the days of pushing out one single global ad,” the spokesman said. “Whatever we do in other markets will be a bespoke execution.”
Josh Dye is a news reporter with The Sydney Morning Herald.