McEvoy: marketing Australia is more than just an ad campaign

Improved infrastructure and better access to the country by air and sea are integral to marketing Australia, not just an advertising campaign, new Tourism Australia MD Andrew McEvoy has said.

Speaking exclusively to Thumbrella during his second week in the role, McEvoy said an ad campaign is a symbol of Australia but is often looked at as the only way to market the destination to the rest of the world.

“People sometimes just flock to the idea of a tagline or a 30-second TVC and think that’s going to be the panacea, it won’t be. For us to be a very successful destination we need more and better access to our country through aviation and cruise shipping and improved  infrastructure,” he said.

McEvoy defended TA’s previous campaigns “Where The Bloody Hell Are you?” and “Australia” the movie adding they did what any marketing aims to do – get noticed.

“‘Where the bloody hell are you?’ was the most downloaded ad ever that came out of Australia, it resonated with people but it didn’t work in some corners for sure and there was some criticism locally. The Come Walkabout stuff that came off the back of the movie Australia has done pretty well. Australia’s doing better than most destinations so we’re doing some things right.”

He added a new campaign was on the way for Australia and industry feedback will be sought mid-way through this year.

By Alice Terlikowski  ·  February 8th, 2010 at 11:11 am

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