Page 80 - Adnews Nov-Dec 2022

Advertising for the world to see
Tourism Australia, Tasmania, Western Australia and New Zealand are enticing international audiences with alluring campaigns to inspire citizens from around the globe to visit the region. We asked creatives to share their thoughts on how well these campaigns inspired travel.
STEPHANIE CAMERON,
senior broadcast producer at Host/Havas
The wonder of travel has been brought back worldwide and now is the time for travel and tourism companies to harness the altered outlook on international and domestic travel as the world reopens.
Creative Review
CHRIS D’ARBON,
senior art director
at Archibald Williams
The branding of a memory is
of the utmost importance when enticing audiences to travel.
The tourism campaigns must stay consistent to the demographic
of the audience that they’re targeting in order to create revenue for the campaign and increase flight sales.
WEZ HAWES,
executive creative director at Innocean
This a pivotal time to create tourism campaigns, as the world reopens for travel. The agencies have done a great job at reaching multiple demographics.
SIMON LANGLEY,
group chief creative officer of Aus- tralia and partner at Bastion
Tourism campaigns are one of the most challenging briefs going. A long checklist of things to tick off, and usually an even longer list of stakeholders to please. So, I review these ideas knowing good agencies full of good people have probably done everything they can to get something great up.