It is a distinct part of the brand. It describes the human characteristics that the company associates with the brand. These characteristics are emotionally driven and they relate to how the organization represents the brand to its target audience. Define brand personality?
Experience Seekers. What is the target market of the Tourism Australia in two words?
Visualize this target market, by using visuals from the website of the campaign?
The Youth, Family, Holidaymakers, Honeymoon, Experience segments. Identify the consumer segments AND tell how the campaign will unify these different segments?
Experience Seekers are, by definition, looking for unique, involving and personal experiences from their holidays. They are long haul travellers who are less affected by the traditional barriers to travel of distance, time and cost. They are more informed, interested and curious about potential travel destinations. Define “Experience Seekers”?
Lifestyle and Habits. Define psychographics by two key words?
There’s nothing like Australia. What is the key slogan/tagline of the campaign?
Affective Identify the message strategy in One word? Please use visuals if possible.
Upload images, interactive online map, songs, campaigns and video Describe the activation and involvement devices of Australians?
30,000 stories and images. How many stories and images do Australians upload?
Phase One: Invite Phase Two: Inspire Phase Three: Engage Please identify the phases of the campaign and name/frame them in ONE word?
Thee kangaroo, which will help ensure instant recognition for Australia around the world. The kangaroo is symbolic of the warmth, boundless energy and optimism which are integral parts of the brand. Which expressions of the Australian culture are visible in the logo?
Print Online TV In a checklist style, please identify the media mix?
Centralize Does the Tourism Australia localize or centralize the campaign for global markets?
Adventure Which advertising appeal do the campaign use? (One word)
Yes it reflects the imaginery of the logo and the verbal of the tagline. Do the two motifs of the logo reflect the slogan/tagline?
Yes, Connectedness, Appropriateness and Novelty It is NOT creative unless it sells. Do the CAN elements of creativity apply?
Combination of Emotional Appeal and slice of life. Please identify the executional framework in the creative ad?