Celebrating the 30th anniversary of Icehouse’s 1982 hit single “Great Southern Land“, Tourism Australia has launched a collaborative music video titled The Great Southern Land Project. With the incorporation of popular contemporary Australian artists such as Katie Noonan, Cut Copy, Van She, Eskimo Joe, Muscles and Jonathan Boulet, it is clear that Australian tourism is trying their best to target a younger demographic with this new campaign. After much difficulty with previous tourism campaigns, should I mention ‘Where the Bloody Hell are ya?, it seems that this ad campaign may somewhat prove to differ. The video was unveiled last night at a launch event in Sydney’s MCA gallery. It displays footage of iconic Australian locations such as Uluru, Kangaroo Island, Parliament House, Federation Square, Degraves Lane, Bondi Beach and Taronga Zoo. Seems like a success on behalf of Tourism Australia, or so you’d like to think. But is covering a 1982 hit with younger contemporary artists and the same old boring footage really the way to go?
This video is typical of most other tourism campaigns, displaying the usual well known, iconic Australian destinations. But if the intention of Tourism Australia is to appeal to generation Y, only using young appealing artists isn’t really the way to go. Speaking from experience, I’m sure there isn’t that many young people who hang out in Parliament station or Taronga Zoo. If the video incorporated more popular destinations for young people to experience and actually want to travel, such as music festivals, popular surfing spots or shopping destinations, then I believe the video would have been much more successful. As well as being a successful video it would also encourage tourism within young Australians, which is ultimately the aim of the campaign. In order to achieve the intentions of this campaign video it is essential that it is actually tailored to appeal to younger Australian’s
Despite this, it is a start on behalf of Tourism Australia. Incorporating popular contemporary artists into the campaign is a sure way to generate interest within a younger demographic. As music is a powerful tool and if used properly it can generate a large following and support network. Popular musicians are often used in ad campaigns in order to attract the mass of audiences. It is not only their popularity which wins over fans but also their standing and power within society. The use of artists and celebrities within ad campaigns are often essential to its success. Speaking from experience, I’m more likely to watch an ad or buy a product if the person endorsing it is famous (please don’t judge me!). In the case of the Great Southern Land campaign, this was their exact intention. Although with some changes to the footage and more tailored content to younger viewers it would have proved to be much more successful.
It is a well thought out initiative of Tourism Australia to appeal to a younger demographic, but I feel that they’ve missed the mark here. Don’t get me wrong it is a great video to promote our great southern land, but its not necessarily going to have the intended impact upon Generation Y.
See the video for yourself: