A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Friday, February 24, 2006

Where the bloody hell are you?

Interesting new campaign for Tourism Australia from M&C Saatchi Oz. This of course is the reason the local M&C shop had to lose their $5 millionish ( creative) NZ Tourism business.

The background is that, since the Sydney Olympics, inbound Australian tourism numbers have fallen, year on year. This has been concerning the Ockers and Whybins didn't stay in the game long with their last effort for to boost numbers. Lost them the biz.

The new campaign may be a case of "excuse me, your strategy is showing", no matter how well it is executed.

The new campaign line? " So where the bloody hell are you?"

The answer, of course, is in New Zealand. Bugger.


Sun Tzu (deceased)
nzcreative circle strategic commentator


Have a look at the spot here - clearly designed for the US. Let's hope there's some more interesting stuff coming up for more sophisticated markets.

www.tourismaustralia.com/tvcs/60_EAST_B_CAN-LRG.htm

3 Comments:

Anonymous cynic said...

Just like every other ad that's been produced for Australia in the past ten years.

4:44 PM NZDT

 
Anonymous Mol said...

They forgot to add:

"We've swept all the derelict Abbos off the streets."

6:01 PM NZDT

 
Blogger nzcreativecircle said...

Actually for these adspotters out there, it's worth reading the PR spin and then some of the comments re. this campaign on campaignblogspot.com

Everyone else just go and get fucked up. It's Friday night...

8:00 PM NZDT

 

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