Australia’s new ad campaign: Yay or Nay?

Posted by - 23 January, 2017 - Ad Industry, Blog, Marketing Strategy

Regular readers of this blog may recall a few tourism advertisement I featured from different parts of the world. In particular, I had loved the campaign from India. It made me feel to immediately purchase a plane ticket to go. I recently saw the Far and Wide ad for Australia which is being featured regularly during the first tennis grand slam tournament of 2017. What I like about the ad is that it takes a slightly different approach to the usual tourism ad campaigns where a narrator recites a poetic piece romanticising the experience of exploring Australia:

Let me watch the sea rain falling
Smell the salt, deck-driven spray;
Let me hear the bush-birds calling
At the dawning of the day.
Let me see the sun-bars streaming
Down the valleys, ere the night
Fills the world with pleasant dreaming
Love and coolness and delight.

While we listen to the verse, we are shown the beautiful vistas of Australia. As nice as this ad is, it did not grab me as others had. It may be because I was focusing more on tennis than ads. What do you think?


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