“There’s nothing like Australia” is Tourism Australia’s global consumer marketing campaign highlighting some of the the country’s very best attractions and experiences on offer. Apparently the campaign has been judged effective, since after three years the Australia Office of Tourism is developing new advertising creative, using the same tagline.
Now don’t get me (or the headline to this post) wrong. I like Australia, have been there only once , but was impressed with the range of tourism opportunities. In other words, I like the country and its people.
HOWEVER, (and you knew this was coming didn’t you?) in crafting the campaign’s one universal phrase, tagline, slogan, whatever you choose to call it … the element that appears in every piece of marketing material, the Aussie branding team seemed to take the easy way out.
I can appreciate that “There’s nothing like Australia” was designed to be long-lasting and flexible, something which could be updated as necessary to stay relevant and be used in a myriad of partner associations and geographies. The trap the marketing team either fell into or just didn’t try to avoid was that by creating something that had “one size to fit all”, their end-result was something that didn’t necessarily fit me or tell me why I should go to Australia instead of Thailand.
After all, with just four words, I can accept “There’s nothing like Sri Lanka,” and of course, “There’s nothing like Poland,” nothing like Iceland,Tahiti, etc. either. My point is the line doesn’t do anything to really make Australia different or special.
Now I realize those four words will almost always travel with visuals and copy expanding on the premise, but why not make the line work even harder by allying it with an emotional connection that can go further in rationally differentiating Australia AND emotionally appealing to consumers.
I don’t have the magic bullet suggestion or answer, but I think that tagline could be energized by adding an emotional payoff or connection that prospective visitors might get. Australia has so many amazing attributes and offerings that call to and stimulate people to consider traveling there.
I’ve ventured out on this shaky limb, so here are a couple of off-the-top-of my-head thought starters, and remember, I’m not auditioning for for an agency job in Sydney.
“There’s nothing like Australia, and that makes it special for you.”
“There’s nothing like Australia for someone just like you.”
“For life’s adventures, there’s nothing like Australia.”
OK, you get the idea. I can hear the brickbats crashing against this blog’s web address, but you can’t say I didn’t at least try to demonstrate where I think things could’ve been better. Sure, Sri Lanka, Poland and others could also say the things I’ve offered above, but remember, this was only a five minute exercise.
My intent is to suggest that even a branding signature line that necessarily needs to be very flexible could try harder for an EMOTIONAL connection, and not just stop with what is really (by itself) just a literal undifferentiated statement.