Australia Tourism's original break-through marketing campaign featured former heart-throb Paul Hogan offering to throw "another shrimp on the barbee." Since then, there has been good work coming from the agency (especially the "bloody hell" campaign, despite its detractors)...but not an iconic spokesperson.
That has changed with the announcement that Chris Hemsworth is the new face of Australia Tourism. But, it's also been open season on securing "faces" for destination marketing this past year. Taylor Swift has signed with New York City while Billy Joel is representing the State. Liam Neeson is doing Ireland. And, there are several more.
Will it work? Hogan certainly did...but an online poll suggests that only 17% of consumers are influenced by star endorsements.
Of course, that is 17% more than the destinations may have already had...
Adventures in destination marketing continue. Celebrity endorsements? All I can think of is "Oh boy, how much is this going to cost me?" Does the destination own the rights to the content and collateral they create? Or can you only use that content and collateral while paying for the privilege to do so? My mind is already calculating how to demonstrate the ROI of an endorsement.
Posted by: Meilee Anderson | January 25, 2016 at 11:19
I hear you...but, in today's world of viral (and not so viral) video availability online, even after Chris' time is done, his video work will live on. Hell, Hogan hasn't been paid in years and yet his iconic "barbee" video has been seen by well over half a million people on YouTube alone...decades after the spot ran in the '80s.
Of course, it goes both ways. Just ask Hertz, Nike and Subway.
Posted by: Bill Geist | January 25, 2016 at 11:37
I am sure that usage is a primn concern for Tourism Australia. They are one of the smartest digital DMOs out there and viral will be top of mind for them. In the Age of Hogan we didn't have an issue with content as you would have today because of those digital opportunities. These days I am not so much fan of celeb endorsements for destinations unless they are designed with the intent of gaining viral coverage. More than ever, the destination has to be the star and deliver big time.
Posted by: Bill Baker | January 25, 2016 at 13:48