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Selling Australia -

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(generated from captions) This program is not subtitled you look like you need a holiday. ADVERTISEMENT: America,

A fair dinkum holiday. the Land Down Under! In a land of wonder - Tourist Commission In 1984, the Australian promoting Australia to the world. launched an advertising campaign to say g'day. And you'll have to learn in Australia. 'Cause every day's a good day G'day, love. G'day, Paul. the face of Australia Paul Hogan soon became Australian tourism and the campaign helped establish as a multibillion-dollar industry. the 'Lucky Country'. No wonder they call this It not only helped sell Australia holiday destination... as a number one on the barby for ya. I'll slip a shrimp and perceptions of Australia put in place a set of images

to how the world sees us. that to this day remain central SONG: # Come and say g'day. # is not always how we SEE ourselves. But how we sell ourselves


near Surfers Paradise, On a secluded beach the Australian Tourist Commission its latest commercial. is about to start filming We're onto 28. MAN: Run out, Jamie. Run out.

the water if he's going in, please. Keep going. Get that surf guy in The image of the beach with which we sell ourselves. is one of the icons of Australia

Australian tourism commercial. It appears in almost every For this commercial, of Australia's most famous icons. it'll be the setting for one

with a girl in a dream sequence MAN: You start off and it's classic dream sequence. running along the beach, and says, And an announcer comes over in black and white. "Some people dream in colour. dream of going to Australia." "But 91% of you

And at that point the girl trips up, to Australia is interrupted, so her dream sequence of going by Paul Hogan as Crocodile Dundee, and it's interrupted sunbaking. and we see him lounging on the beach

in 1984, WOMAN: When Hogan came on the scene, we were suddenly projected of very friendly Australians - as being a place interesting people. very humorous, friendly,

a whole dimension And that...and he set down and Crocodile Dundee through the work with the ATC and benefiting from today. that we're still, um, drawing on

aren't you? Jeff, you're going after Paul, Well, I told him eight o'clock. Uh, I can. Very good. He won't answer. He's in Make-up and Hair. What are you gonna do? He won't come out of the motorhome. He's throwing a tantrum, I think. sometimes. They do this sort of thing Only in Hollywood. Only in Hollywood. (Laughs) MAN: Three, two, one...action! is a co-production The 30-second commercial and Qantas. between the Tourist Commission is Vic the Koala. And the airline's current star

what do they see in him? Crocodile Dundee -

Australian icon to another. MAN: So it's a joke from one

meets the koala. CATRIONA: Crocodile Dundee

Vic the Koala - an all-out battle. Crocodile Dundee versus to the Qantas plane... And then we cut we're creating here. Oh, my God. The mythology of the first Hogan campaign, Since the days biggest industries. tourism has become one of Australia's over $15 billion of export revenue, Every year, it generates to double over the next 10 years and with tourist numbers set

as one of the great economic hopes the industry's being hailed for the nation's future.

welcome onstage Mr John Morse, P.A.: Ladies and Gentlemen, please Australian Tourist Commission. managing director of the APPLAUSE and pleasure And it's my great honour to Australian Tourism Exchange 2000. to welcome you all

Tourist Commission hosts Every year, the Australian the industry's biggest trade fair. to the 850 delegates ..very, very warm welcome from 46 countries around the world. international wholesalers will buy Over the next five days,

of Australian tourism. billions of dollars the tourism product - the country. This is the country. This is it's not just about selling holidays. But for the Tourist Commission, It's about selling image. of Australia. We are the public relations arm where the government has said, We have our own act of parliament and promote this country." "You shall go out that does that. We're the only organisation marketing strategy Central to the Tourist Commission's is Brand Australia. in the world We were the first country

to look at our country as a brand. What I describe a brand as that customers have is a...the emotional relationship that they're going to buy, with the thing the product they're going to buy -

or a new car whether that product be ice-cream or a holiday to a country. SOARING MUSIC

as a holiday destination But branding Australia goes far beyond just selling tourism. funded by the government MAN: You've got a corporate identity

what Australia means outside. which is set to define matters Now, what Australia means outside

in which investment decisions flow. because it does affect the way It does affect the way in which from people overseas - we ended up getting images back the images kind of get relayed back. what YOU think. And eventually they affect You know, we have Brand Australia, are the same thing. as if brand and identity you have to say about that And one of the obvious things

turning a nation into a commodity is that you...this implies

it's a social community. and it's not a commodity, a community dangerous. And so to treat it as if it's not what needs to be done I mean, it will simply misrecognise

to protect people's interests.

of the Australian Tourism Exchange, On the floor in all manner of ways. Brand Australia is being sold Northern Experience Eco-tours - A tour that you would like - Atherton Tablelands, covers the southern rainforests. waterfalls, Spanish castles,

You may be able to take the camels along to the Sounds of Silence site. That might be an interesting 'take a camel to dinner' option at Ayers Rock. Australia's regarded as more of an adventure location, rather than a romantic or honeymoon location. My business is called the Dag Sheep Station in Nundle. Where on earth is Nundle? James Howarth runs a sheep station near Tamworth in NSW. The Dag Inn. Yeah, the Dag Inn. It's actually called that? Yes.

This is James's first experience of the international tourism marketplace. Just trying to find the Tourism NSW and I've lost 'em. I'm going back this way. Following a decade of decline in the wool industry, the family farm has recently branched out into tourism and is offering the visitor its own brand of authentic Australian experience.

Shear a sheep and get a haircut.

Of course having a good time often involves having a few beers, bending the elbow, having a bit of a chinwag, meet some locals. This nearly is, um, what they see in the movies. You know...I mean, this is outback Australia. They can identify... Exactly. SHEEP BLEAT (James whistles) OK, a couple of buckets of shush, please, everybody.

Just to introduce myself, I'm James Howarth - Howie. At the Dag Sheep Station, a new busload of tourists has just arrived.

Out here in Nundle, in the middle of nowhere... With rural Australia providing

some of the most marketable images of the country the tourists who come here are looking for their idea of real Australia. And lots of travels and adventures in store. JAUNTY COUNTRY MUSIC

Righto, they're coming through.

JAMES: Well, you start with something which is the genuine article and all we've tried to do along the way

is use what we've got here and make it a living thing.

So if the people are really doing this stuff and are part of an operation which is more than just a set-up for a tourism dollar then you've got something which is authentic - you have something which is part of your life

and, you know, the real deal.

GIRL: Nundle, here, is the real Australia. You've got your stereotypical... you've got your station, you've got your animals, just surrounded by beautiful nature and countryside, so this is the perfect place to get the real Aussie experience. Yeah, real Australia. It's, um, like country, not many cities, and the people are like that, like farmers and all the things.

That's real Australia. Not cities like Sydney. That's not real Australia. CLASSICAL MUSIC Contrary to the popular tourist perception,

Australia is one of the most urbanised and multicultural societies in the world. While the image of the bush still lies at the heart of our national identity, it's an image which is increasingly at odds with contemporary Australia. But in selling tourism, does how WE see ourselves really matter? I'd like to be with you in person so I could answer questions,

but at the moment I'm in the UK promoting our mighty continent. Back in 1983, while Paul Hogan was promoting Australia to the world, he was also promoting the tourism industry to the federal government. The tourist dollar is quick, clean cash. They lob on Qantas, spend heaps on accommodation, tucker and zinc for the sunburn, and then leave, and we're both richer for the experience. But you can't make this happen by being a quiet underachiever. Australia's not a bloody farm. We can't sit around the woolshed waiting for cardigans to come back into fashion. While urging government to see Australia as more than a rural economy, ironically, tourism would continue to sell us that way. MAN: I've been to quite a few hotels, but nothing quite like this one. TRANQUIL MUSIC VOICEOVER: The sheer magic of Australia. Not only are the hotels different, even the guests you run into aren't the usual kind. Australia - the feeling is magic. I have all these people say to me all the time, "You've gotta promote Australia as a more sophisticated country." I say, "No, no. I don't want to do that." They say, "Why?" I say, "Because we're not." And people... and you see the hackles go up. That's fine. If you look at it in a marketing sense, Europe has an ownership of sophistication.

So to go out and say to the world, "We're the most sophisticated country on earth," would'd be a big ask for people to believe that because that's not where their heads are about Australia. We don't have to be sophisticated because we're unique. We have our own sense of style that is our own. We are who we are, and because you're so sophisticated you would appreciate that. You would appreciate that the distinctive elements of our identity are something that, um, you know, is of value to you. MAN: This is an alligator - or is it a crocodile? Gold, pink, green - what's your favourite colour? Mmm, the beaches are crowded.

The problem with Australia is we don't actually have a brand image that has a lot of dimension to it.

Call us. We'll send you a brochure. Hello. What's your name? As little as 20 years ago it was rural. There was a strong awareness of kangaroos and koalas, wildlife. We were seen as simple people in some parts of the world. There was a very limited perception in some parts of the world that we even had cities. You haven't been anywhere till you've been to Australia. It's a very odd thing, in a way, that tourism that's about Australia does not ask Australians what's good about Australia. It doesn't really want to reflect that, necessarily.

It wants to work with what's already out there and that's a pretty narrow range of images or repertoire of images, 'cause when you ask somebody from overseas what they know about Australia, often it might be a kangaroo or Paul Hogan or both, and that's about it. And that's what a tourism promotion has to work with.

I think we should wait to do the stills after we've done all the bits with... ..the stills with Hoges and the koala.

For the new Paul Hogan commercial, the target market is America and a creative team from Los Angeles has been brought in to help. These are the bottoms that they like back in Los Angeles. The tie-in with Paul Hogan is interesting from an advertising standpoint, and Americans definitely identify with Paul Hogan as being this quintessential Australian because they know very little about the country anyway.

Everyone's seen Crocodile Dundee. I think they would not like the red then. In truth, the line in the commercial...the opening line is, "91% of you dream of going to Australia." What a great thing for tourism to be able to, once again, stir interest in Americans who have always imagined themselves coming to Australia.

So now's the time.

It's not saying we're going back to the Hogan era,

but it's actually, you know, building or leveraging off something that still has enormous appeal.

'Cause, you know, even now, when we go in to do research in America, they will always talk about the Hogan ads. They were so seen and so remembered,

which is extraordinary after... after so long. Um, so to bring him back for this short ad at this time -

very smart move. This is the first commercial Paul Hogan has done for the Australian Tourist Commission since 1989, and the first time he has used the full Crocodile Dundee persona. Mr Hogan, this is our... When 'Crocodile Dundee' the movie was released in 1986 it quickly became the biggest-grossing movie of its day. Crocodile Dundee worked all round the world I think because, uh, he was like a simple man. Unlike superheroes who are so cool and so tough and everything, he was sort of a regular guy with a sense of humour about himself. And it was an exaggerated image that people have of Australians anyway, or that would like to think Australians are like that. CATRIONA: Crocodile Dundee can't be underestimated as one of the great sources of knowledge of Australia. It had enormous popularity right around the world - it wasn't just in America. So our ads with Crocodile Dundee happened at the same time so the Paul Hogan persona,

in the way it distilled the Australian personality, represented it and perhaps had to define it.

MAN: I've got you in a nice, soft light, Paul. The camera loves you, buddy. (Speaks indistinctly) While the filming of the dream sequence is almost over, Mick Dundee and the koala are getting better acquainted. MAN: Alright, Paul. That's it. No, a little bit back between you and Vic and me... COMPUTER BEEPS Crocodile Dundee - what do they see in him? MAN: That looks more real... He's... It's frighteningly real, isn't it? (Laughs) He's scary. This is not a brand ad, as such. It's branded very clearly with some of the most, uh... the strongest Australian icons you're gonna get. You know, we've got Crocodile Dundee and the koala, so, I mean, it shrieks 'Australia'. Crocodile Dundee - what do they see in him? MAN: That looks good. Cut! (Speaks indistinctly) A lot of Australians complain about that I'm perpetuating a myth

of a stereotypical Australian that no longer exists. Well, that's true and that's pretty sad because people come out here, they don't want to meet slick, sophisticated accountants in the big city.

They've got them where they come from. They hope they'll run into colourful, different outback characters like Crocodile Dundee, and I understand that. MAN: Mark it. Set...and action.

Stop dreaming. Come down now. Come down now. Come down now. Just hold it for a second. MAN: You know, having Crocodile Dundee in our ad in sort of a cameo role, is not about saying to the Americans, "Come to Australia because it's full of Crocodile Dundees." What it is about is sort of epitomising that friendly Australian personality and character,

and he...he's the icon in America for that. 'STAR SPANGLED BANNER' PLAYS 'WALTZING MATILDA' PLAYS G'day, viewers. I've been telling the Yanks

how Australia's the best place for a holiday and the friendliest place on earth. Not all the Tourist Commission's ads, however, have been aimed at the tourist.

In 1986, we were being asked to buy the image of ourselves that was being sold overseas. The least we can do is make sure everyone's smilin'. I'm not asking you to rent out the spare bedroom, just flash the pearly whites and say g'day to a visitor.

G'day. G'day. C'mon. Don't make a liar out of me. Increasingly, what you're looking at as Australia tries to position itself in a world that's increasingly being thought of as a marketplace, is an attempt to give Australia an identity in a kind of top-down way - from government saying, "This is what Australia's about, isn't it? "This is what we are, aren't we?" And it's actually very hard for people, at the end of that, to say, "Well, no, we're actually not like that. We're like this." (Men sing) # I'm a bloke I'm an ocker # And I really love your knockers # I'm a labourer by day # I piss up all me pay... # Back in 'real' Australia, for the tourists' entertainment,

the Dag Sheep Station isn't afraid to poke fun at itself. # ..I'm a bloke, I'm a yobbo # And me best mate's name is Robbo # Winfield is me cigarette # I dress in flannelette... # Despite the fun, for the Dag, tourism is not without its dangers.

JAMES: The show, if you like, that we put on is a conflict for us. At what point do you become just a commercial operation

and at what point does the genuine - the real deal - sort of stop? CROWD CHEERS (People sing) # And I really love your knockers... #

The place has been described in the past as a Disneyland of the bush. So, um, I suppose that makes me Mickey Mouse and that's something to worry about. (Laughs) SHEEP BLEAT PROFESSOR TURNER: Tourism isn't the place you look for a redefinition of national identity. It's not a place where you'd say they'll come up with imaginative or new or sharp angles

on Australian identity, because it's not in their interest to do that. They've got to work with the currency that's already out there and draw from it, and I guess that's the danger.

If you have tourism defining your identity it's always going to be backward looking.

It's always going to be regressive, it's always going to refer to the past. And so ultimately the image you produce of Australia is a nation that belongs there, and that's not in anybody's interests either.

If tourism, by necessity, must pander to the perceptions of others, how are we to reconcile a growing tourism industry with the image we have of ourselves? We are sophisticated - or more sophisticated than we were - but, um, I don't care. I like the old-fashioned, cartoon-like - if you like - characters. The things that made Australians different from anyone else. And if you think about it, all the qualities are good. Open-hearted, open-minded, without prejudice, never takes himself or life too seriously. Um, they're the kind of people I want to knock around with. POIGNANT MUSIC MAN: Cut! And what you do have to do, Pippa, so we see Paul - keep your right arm wide. Try it again. Then we see her getting up, so you should be talking as she's... The shot's alright, I'm just not gonna talk under it. That's quite technical. You've got, like, cleavage hanging in there and I'm going "Hey!" (All laugh)

Cut! There's always a wonderful critique that happens when we release new campaigns and people see it in Australia, and they go, "Oh, my God. "That's not how Australia should be represented." But, um, you know, you're not... can't represent all facets of the country at any given time. You have to put... you have to make sure

the ad creates awareness and generates response

and...if the ad does that then it's a good ad. Some people dream in black and white, others in colour, but 91% of you dream of going to...Australia! Stop dreamin'! Come down now. With over 200,000 inquiries, this commercial proved to be the Australian Tourist Commission's most successful ever. I had a great time in your country.

Why don't you come have some fun in mine? Crocodile Dundee - what's he got that I haven't? NOSTALGIC MUSIC See ya in LA. ALL: See ya.

Supertext Captions Australian Caption Centre Captioned by: Jenny Black Edited by: Jane Wotherspoon