Countries Are Brands Too

            After three airplanes and three days of travel, I finally arrived in the Land Down Under, with New Zealand just two weeks away. This past May, I journeyed to the opposite side of the world for a study abroad program about international business and sustaining human societies. Australia and New Zealand have always been at the top of my list of dream destinations. I have a strong sense of adventure, and I was eager to explore all the beautiful sights these countries have to offer. Tourism is a huge industry in both countries and was a major focus of my study abroad courses. I had a unique perspective as a tourist, and I gained many valuable insights by speaking with workers in the tourism industry as well.

            My desire to visit Australia and New Zealand stemmed from my curiosity during past history and geography classes and viewing breathtaking pictures on various websites like Tumblr, Pinterest, and Instagram. However, other peoples’ curiosities could be sparked with promotional materials, fueling their desires to travel to these destinations. Although it may seem strange, countries do run promotional campaigns just like any other brand, resort, amusement park, or other vacation destination. On my study abroad program, I was exposed to tourism campaigns from each country. After the class viewed video advertisements from both countries, we all unanimously agreed New Zealand’s video was significantly more powerful and successful in attracting tourists. I analyzed where Australia’s video was lacking and why New Zealand’s campaign worked so well.

            First, let’s look at Australia’s 2006 campaign, “Where the bloody hell are you?”

            This global campaign, launched by Tourism Australia and costing $180 million, was considered a disaster and did little to promote Australia’s profile overseas. Although the slogan was intended to demonstrate Australians’ friendliness and warm hospitality, the language crossed the line. The ad was temporarily banned in Britain, Australia’s third largest tourist market, because of its use of the word ‘bloody.’ For many other countries with more conservative attitudes towards language, the word ‘hell’ was also ill advised.  In addition, this ad did not translate well in many foreign markets and generated negative media coverage.

            This ad also failed to cut through the clutter of sameness in tourism destination marketing. The video features bikini-clad model Lara Bingle on an idyllic white sand beach, not unlike hundreds of other beach-getaway commercials. The nature of this ad is very basic and “babies” its audience, which is ineffective for targeting the more intellectual, adventure-seeking tourists in Australia’s target market. Australia’s marketing efforts need to take a more sophisticated approach to showcase Australia’s natural beauty and allow the country to speak for itself.

            Now, let’s compare the 100% Pure New Zealand campaign, originally launched in 1999.

Tourism New Zealand’s 100% Pure New Zealand campaign made tourism the country’s second largest export industry. This campaign successfully branded New Zealand in a positive light as ‘pure’: clean, green, and environmentally friendly. Unlike Australia’s video, New Zealand’s ad uses few words in explanations, but instead lets the culture and land speak for themselves. The use of a signal slogan and many different pictures and videos to represent New Zealand’s culture embodies the country’s warmth, diversity, and unique identity.

This marketing campaign succeeds in setting New Zealand apart from other tourist destinations by providing a unique product proposition. The video tells the story of how the country’s unique combination of landscapes, people, and activities cannot be found anywhere else in the world, creating a 100% Pure New Zealand visitor experience. 

Countries must craft their marketing campaigns with extreme care because they represent an entire country and nationality of people. These marketing efforts have the ability to positively or negatively shape the opinions of people all around the world, so it is imperative they are meticulously planned, executed, and monitored to achieve the desires results.