Tourism Australia and Qantas have rejigged Icehouse singer Iva Davies Great Southern Land track.
The aim is to sell Australia to tourists.
The first thing that surprises me is that this is more music video than tourist ad?
The second thing is that It will run online only, including Twitter and TA’s Facebook page.
And this is on the back of DDB’s most recent incarnation of the There’s Nothing Like Australia campaign, which cost $4m to produce.
I’m not convinced that a song which means more to Australians than any other nation, sung by artists mainly recognizable only by Australians will attract a flood of foreigners?
And no surfing on golden beaches?
This will have to work very hard via social media if it is to attract the traveler in the face of a strengthening Aussie dollar and I can’t help thinking it is another montage of nice shots and song rather than a strategic advertising effort.