Austrália figuruje na mojom zozname miest, ktoré by som rada poctila svojou
návštevou. Tourism Australia je vládna agentúra, ktorá nedávno spustila kampaň v hodnote 4 miliónov dolárov s názvom There’s nothing like Australia (Nič sa nevyrovná Austrálii).
Zatiaľ všetko v poriadku, no mňa našťastie po zhliadnutí videa kampane nič neodradilo túto výnimočnú krajinu navštíviť, no najradšej by som vyfliaskala pánov marketingových pracovníkov zodpovedných za túto reklamu. Veď posúďte sami:
Kampaň skôr pripomína nechutný vtip ako skutočnú reklamu, preto sa netreba veľmi čudovať, že zožala vlnu veľkej kritiky a zhnusenia. Odhliadnuc od umeleckých a marketingových kritérií, reklama akosi “pozabudla” na tak dôležité špecifiká tohto kontinentu: rozmanitosť kultúr, históriu, kuchyňu a skvelé vína, umenie a hudbu.
Teraz, keď sa nad tým zamyslím, možno tento nepodarok bude fungovať, keďže asi každý nadšenec ako ja si po jeho zhliadnutí predstaví rýchlo to, čo pre neho Autrália naozaj znamená, aby tak vymazal zhrozenie z tohto dovrzaného gýča.
Zdroj a foto: PSFK
Súvisiace články:
Štítky: Austrália
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