Thursday, December 5, 2019

Considered For Analysis Australian Tourism â€Myassignmenthelp.Com

Questions: Is It Evident That The Advertiser Is Using Segmentation And Target Marketing? What Are A Point Of Difference For The Product Identified, How Was This Executed? Does This Piece Stand Out From Competitors? How Does The Piece Use The Brand In Relation To The Creative? Does The Piece Appeal To The Target Market? From Your Perspective, What Could Be Done To Make The Piece More Effective? Answers: Introducation The advisement that is considered for analysis is of Australian tourism. The advisement communicates the message that there is nothing like Australia. The advertisement has two videos closely related to each other one is of shorter duration while another one is a bit longer. The tagline of the advertisement is Theres nothing like Australia. Yes, the advertiser is using segmentation and target marketing. The major segments of that advertisement demonstrate is youth segment, family segment, holidaymaker segment and honeymoon segment. Youth segment involves people between the ages of 15 to 29 years (Tourism Australia, 2017). Family segment involves socially related people that usually travel to spend time with each other (Schnzel, and Yeoman, 2015). Holidaymaker segment can be any age, nation or culture. This type of segment involves experience seekers. People of this segment want to experience diversity and different cultures. Honeymoon segment involves young couples; they aspire for peaceful and romantic destinations. The ad shows that various destinations in Australia that are suitable for different segments. The majorly targeted segment of the advertisement is experienced seekers. These experience seekers can be from international markets or domestic markets. The advertisement involves clips from different places to at tract the visitors from different segments. The advertisement has two versions one version is a bit longer about three minutes and another one is shorter that is about one minute. The most appealing factors of the piece are it focuses on the best experiences and attention that Australia can offer. Other appealing features include the music of the advertisement and the visualisation. The visualisation of the advertisement is remarkable. The point of difference for the identified advertisement is in the places. The places that were highlighted in the coast exist in no country other than Australia. The visualisation of the advertisement is also a point of difference. The execution of the advertisement began after its opening on the Australia days eve, in New York. Gradually the video reached to millions of people through internet and television. Yes, this piece stands out from competitors. This advertisement uses the latest technology to lure the visitors. One of the biggest Australian stars Chris Hemsworth lent his voice for the advertisement (Ironside, 2016). The advertisement focuses on various experiences that a visitor can have in Australia. The advertisement is better from the competitors because it embraced the latest 360-degree mobile technology and virtual reality (Ricki, 2016). The use of latest technology has made it more effective and different from competitors because no other country has made such a spectacular advertisement till now. The piece was unveiled by Clemenger BBDO Sydney, in an event on the eve of Australia Day in New York (Hicks, 2012). The advertisement was a creative visualisation of popular tourist destinations in Australia which included places like McLaren Vale, Rottnest Island, Sydney Harbour, Katherine Gorge, Great Ocean Road, Whitsundays, Qualia resort and so on. It has an innovative and cre ative touch the advertisement attached the colour blue to a feeling. The brand name is an important element for advertisement of any product. The brand name is the important element that persuades a consumer to make a buying decision. In this piece, the related brand name with the advertisement is the tourism department of Australia. This brand name makes the advisement more authentic for the audience. If the advertisement was done by any other private tourism agency of Australia, it would reduce the trust levels of selected audience. The brand name adds value to the advertisement. The brand name of any competitor cannot be inserted into the piece because it the advisement of tourism of Australia and brand name of any other countrys tourism department would not make any sense to the audience. The brand name is the inseparable part of an advertisement. Yes, the piece appeals to the target market. Most of the experience seekers in Australia enjoy aquatic or sscoastal experiences the advisement focuses on this aspect. In the target market, the advertisement communicates the message that Australia is not only the place to see but it is the place to feel. The advertisement has a pleasing music and voice of Chris Hemsworth that appeals the targeted audience. The advertisement also highlights authentic sea food of Australia which can be an attraction to the foodies. The advertisement tries to attract the targeted audience in every possible way through demonstrating natural beauty, fun activities, relaxing experiences, authentic food and world class service. Though the advisements have the ingredients to attract each segment its major focus is on holiday makers or the experience seekers. The piece is already very effective. But there are also various aspects of the advertisement that are criticised. The first element is cost. The cost of the advertisement is very high. The latest technology and using the voice of Chris Hemsworth has added a lot to the cost of the advertisement. The advertisement ignores various important aspects such as the glorious past, world class wine, Australian art music and the natural beauty away from the coast. The Australia tourism advertisement markets the country just in the form of peanuts, whereas it is an amazing country with amazing and diverse people (Ireland, 2010). The piece would have been more effective if it included events from the glorious past of the country. The advertisement should also emphasise the different food cuisines of Australia and alcoholic beverages of Australia. The concept of using the voice of Chris Hemsworth could be eliminated to reduce the cost. Australias distinct and well-developed coffee culture should also be highlighted in the advisement. References Australia, 2013. There's Nothing Like Australia - (3 minute version) [online video]. Available at https://www.youtube.com/watch?v=Ea2mI0flYPU [Accessed 10 September 2017]. Australia, 2016. Tourism Australia and Chris Hemsworth [online video]. Available at https://www.youtube.com/watch?v=vUF7ja9ehIs [Accessed 10 September 2017]. Hicks, R., 2012. Tourism Australia unveils new $250m Theres Nothing Like Australia campaign, viewed on 10 August 2017 from https://mumbrella.com.au/tourism-australia-unveils-new-250m-theres-nothing-like-australia-campaign-95252 Ireland, J., 2010. There's Nothing Like Australia' ad is 100% pure cringe. The Guardian, viewed on 10 August 2017 from https://www.theguardian.com/commentisfree/2010/jun/02/theres-nothing-like-australia-ad-campaign Ironside, R., 2016. Hemsworths star power too bright for new tourism campaign, viewed on 10 August 2017 from https://www.news.com.au/travel/travel-updates/hemsworths-star-power-too-bright-for-new-tourism-campaign/news-story/af0a9722dde07a4ef7de131f529c3330 Ricki, 2016. Tourism Australia launches a new campaign to lure international visitors via Clemenger Sydney, viewed on 10 August 2017 from https://www.campaignbrief.com/2016/01/tourism-australia-launches-a-n.html Schnzel, H.A. and Yeoman, I., 2015. Trends in family tourism.Journal of Tourism Futures,1(2), pp.141-147. Tourism Australia, 2017. Youth, viewed on 10 August from https://www.tourism.australia.com/en/markets-and-research/industry-sectors/youth.html

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