I'm not sure it needs to cost the budgeted $20 million...but Strategic Name Development's Bill Lozito is on it when he opines that Australia has ridden the Crocodile Dundee image long enough.
However, it sounds (at least from Bill's post) that this is more of a nation branding initiative to spur investment than a tourism marketing initiative. And that probably makes a lot of sense.
But, I gotta scratch my head at the concepting behind the idea of launching the new brand in February alongside an advertising campaign that channels the Jackman-Kidman movie "Australia."
Which a) didn't do well at all at the box office (though it seems to be picking up steam as a rental) and b) seemingly offers up a stereotypical (if not highly stylized) image of Australia in the days before World War II.
And that communicates the present-day investment opportunities in Australia, errr, how?
There certainly wasn't anything in the "Australia" trailer that made us want to go see the movie in the theater or rent it via Netflix.
Posted by: Paul W. Swansen | August 28, 2009 at 21:11