By Marcus Honesta.
Perhaps we should sub out all our tourism advertising work in the future to New Zealand. There is some strong evidence that the quality would dramatically improve.
Having recently expressed my concern over the disappointing effort at promoting Queensland in the new QLD tourism campaign, (launched during the appallingly poorly managed Commonwealth Games). What did they do, they went back to the future; reintroducing the “beautiful one-day perfect the next”, a campaign that hasn’t seen the light of day since the late 90s. I wrote raising my concerns of its impact and effectiveness saying: (The article was titled):
“PATRONISING ONE DAY; JINGOISTIC THE NEXT”
“Does it really reflect the true nature of our multi cultural and diverse community in 2018? Or is it stuck in some politically correct indigenous pandering stereotype that the do Gooders wish to force upon us.
Its naive execution relies on an indigenous child (Wayne Douglas), asking a dreadlock Guitar strumming indigenous musician (Jeremy Marou), “Hay Jeremy why do whales jump”? He reply’s “I don’t know maybe he wants to see what your up to”.
Set in what purports to be a perfect tropical retreat, our muso, sitting strumming away on Queensland’s version of the SS Minnow as his perch. From it, it appears that Queensland has everything you could possibly want in an island getaway.
Having established this, we are then taken on a slow motion; magical mystery tour through the eyes of an indigenous child, as he wanders through the wonders that Queensland has to offer”.
Talk about predictable, dull and boring.
Just when you feel all is lost, and we are at rock bottom, there appeared a delightful surprise. It was in the form of an email with an active link in it, and it was to rock my socks. The new tourism New Zealand campaign, it’s marvelous, and I’m sad to say it knocks the socks off all our (Australia’s) most most recent collective efforts.
May I strongly recommend therefore, is that we sub out the next creative efforts to our New Zealand cousins, let’s go across the ditch in search of creative excellence, for it seems sadly lacking here in the land down under.
A simple great idea coupled with wit, humour, great casting, are the hallmarks that differentiates the two promotional activities. One has to wonder, “Why the bloody hell is that?”. Perhaps it’s due to our over sensitive nanny state. Or perhaps it’s simply, the PC brigade has completely taken over the asylum down under, and we are now forced to drown in irrelevant, boorish, and meaningless diatribe that seeks to offend no one, but unfortunately persuade nobody what so ever, that there is any reason whatsoever to visit our great Island Nation. What a pity.
As I commented earlier, it is not for want of great production values. They are there in spades. It simply treats the viewing audience with patronising jingoistism. Its sentiment and message is neither cute nor heart-warming. One is left with an inescapable question “how could it have ever happened like this.”
I can just imagine the meeting; some stereotype creative, would have said something like this: “We really do need to recognise our heritage and being politically sound and responsible to all stakeholders in our community”. This would have caused hearts in the meeting to flutter, no doubt bringing a well deserved round of applause for understanding how sensitive this most difficult task would be.
However what we really needed was a great idea that made Australia different, a reason to put us number one on the shopping list.
Our New Zealand cousins using originality, humour, wit and a good old dose of tongue in cheek, charm have nailed it. Well done TEAM NZ.