Your SlideShare is downloading. ×
  • Like
Australia Case Study
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Australia Case Study



  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Riem Al Azem 28020
  • 2. 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?
  • 3. Experience Seekers.
    What is the target market of the Tourism Australia in two words?
  • 4. Visualize this target market, by using visuals from the website of the campaign?
  • 5. The Youth, Family, Holidaymakers, Honeymoon, Experience segments.
    Identify the consumer segments AND tell how the campaign will unify these different segments?
  • 6. 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”?
  • 7. Lifestyle and Habits.
    Define psychographics by two key words?
  • 8. There’s nothing like Australia.
    What is the key slogan/tagline of the campaign?
  • 9. Affective
    Identify the message strategy in One word? Please use visuals if possible.
  • 10. Upload images, interactive online map, songs, campaigns and video
    Describe the activation and involvement devices of Australians?
  • 11. 30,000 stories and images.
    How many stories and images do Australians upload?
  • 12. Phase One: Invite
    Phase Two: Inspire
    Phase Three: Engage
    Please identify the phases of the campaign and name/frame them in ONE word?
  • 13. 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?
  • 14. Print
    In a checklist style, please identify the media mix?
  • 15. Centralize
    Does the Tourism Australia localize or centralize the campaign for global markets?
  • 16. Adventure
    Which advertising appeal do the campaign use? (One word)
  • 17. 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?
  • 18. Yes, Connectedness, Appropriateness and Novelty
    It is NOT creative unless it sells. Do the CAN elements of creativity apply?
  • 19. Combination of Emotional Appeal and slice of life.
    Please identify the executional framework in the creative ad?