Brand

Reflecting on Lara Bingle's (now Worthington) infamous debut appearance in the 2006 Tourism Australia ad, it's clear that some campaigns miss the mark. While catchy and buzzworthy, did it authentically represent Australians? Did it truly engage and instill trust in Australia as a destination?

 

Regrettably, no. The campaign faced bans and backlash internationally due to its failure to resonate with audiences.

 

Why did it falter? Because it was crafted solely from the business's perspective, disregarding the needs and desires of the viewer.

 

Throughout my career, I've witnessed countless businesses prioritise their own agendas over the wants of their target audience. Some struggle even to define who their audience truly is.

 

This tendency often stems from an internal culture that believes the business knows its market and customers best.

 

Reflecting on the 2006 campaign, when former Prime Minister Scott Morrison led Tourism Australia, a 2022 interview published by The Age with Morrison’s former boss, then Minister for Tourism Fran Bailey, shed light on the mindset that can lead to such missteps.

 

“What has changed my mind is that all of those characteristics that make up Scott Morrison – the secrecy... the supreme belief that only he can do a job, the lack of consultation with those closest to him…”

 

Arrogance, hubris, and a lack of empathy for the audience can erode trust in a brand. Without immersing yourself in your audience's perspective and collaboratively shaping your message, you risk projecting a biased, pushy image that falls short of expectations.