Tourism In Australia By Super Bowl
The advertising objective of the super bowl pitch to the Americans by Tourism Australia using Crocodile Dundee is to PERSUADE the Americans that there is more to Australia than just beaches and bushes. The whole purpose of the super bowl pitch was to increase the tourism in Australia by Americans from $3.7 Billion to $5.5 Billion by 2020 . The Chief Marketing Officer of tourism Australia chose super bowl to pitch because it would reach more than half of the target market which is young Americans. The Persuading objective of Advertising in the given situation is all about building brand preference of Australia Tourism.
The Promotional Strategy applied in the Super Bowl pitch by Australia Tourism is Pull strategy. A pull promotional strategy uses advertising to pull a customer towards the product or service. Pull factors emerge due to the allurement of a destination, including beaches, dissipation facilities and cultural attractions (Uysal and Jurowski, 1994), and in the super bowl pitch the pull promotional strategy was used by including beaches , ocean and the wildlife in Australia .
The first step in creating effective advertising messages is to plan a message strategy which means to decide what message will be conveyed to the public. In the super bowl pitch the message conveyed was to encourage the young Americans for tourism in Australia . Developing an effective message strategy begins with identifying customer benefits that can be used as proclamation adjuration . Americans can benefit from tourism in Australia by experiencing beautiful beaches , and a different type of lifestyle, exotic wildlife and other new experiences .
The next step in creating effective advertising message is that the advertiser must develop a convincing aesthetic idea – or ‘big idea’- that will bring the message
strategy to life in a unique and decisive way. At this pedestal, simple message ideas become great advertisement crusade . The creative concept behind the super bowl pitch was the movie trailer of Dundee (2018) which was tailored for the super bowl advertising for young Americans which would reach more than 50% of the target market.
The most important and the final step of an effective advertising message is the message execution . Any message can be presented in different execution styles . Execution style is the approach , style , tone , words and format chosen for the executing message . There are various execution styles through which an advertising message can be conveyed . The super bowl pitch message was executed through LIFESTYLE style of execution . In the Dundee (2018) movie clip the lifestyle of Australians was depicted , the beaches , the wildlife , the food and the great outdoors with the exotic wildlife such as kangaroos and koalas .
The Super bowl Pitch of Tourism Australia was a great success and in order to make sure that it does not get forgotten too quickly Tourism Australia can put in motion a REMIND advertisement. A marketing strategy typically consists of concise information sent with the objective of admonish a target end user group about a product or service or of introducing a new theme into an extant marketing program. Reminder advertising might be used by a business that has already entrust commodious resources in initially bolster their product or service and still wishes to maintain it’s vying nature .The reminding advertising strategy may include launching a few more small TV commercials across United States and/or using social media platforms such as Instagram , facebook , YouTube .
References
- https://mmdblogger.wordpress.com/2011/06/04/advertising-sales-promotion-and-public-relation-from-principles-of-marketing-philip-kotler-gary-armstrong/
- https://www.researchgate.net/publication/256407031_Testing_the_push_and_pull_factors
- https://smallbusiness.chron.com/push-pull-promotional-strategy-10972.html
- http://www.businessdictionary.com/definition/reminder-advertising.html
- https://www.gartner.com/smarterwithgartner/why-you-need-social-advertising/
- Principles of Marketing 7E – Armstrong , Adam , Denize, volkov, Kotler.
