by Mat Churchill

A divide seems to be developing between the way Australia wants to be seen (its brand), and how it is shown to the world (its marketing).

This gap has been highlighted by the recent Tourism Australia campaign "There's nothing like Australia". While the imagery in the television commercial is beautiful, the jingle accompanying it falls into our old habit of 'ockering' ourselves up in a bid to try and make friends.

Meanwhile, Brand Australia, an initiative of the Australian Government designed to "better position Australia so it is as highly regarded as a global citizen and global business partner, as it is a world class destination", seems to be attempting the opposite. That is, to showcase our intellect and our ability to match it with the best the world has to offer in terms of trade, technology, and tackling the big issues such as climate change.

Interestingly, Brand Australia recognises the importance of "(increasing) confidence for Australians to think and talk about their country in a positive and contemporary way…"

Contemporary is not a word that springs to mind when listening to our latest international tourism campaign advertisement.

According to Gary Aylward, Managing Director of Hot Croc Advertising in Cairns, an effective marketing strategy is achieved when the branding and advertising campaigns align. "You need to take an integrated approach and look at the overall plan. If people are doing a bit here and a bit there then it's a real battle (for it to be successful)."

This response is echoed by Melanie Wicks, Director of The 20/20 Group, a Cairns business offering marketing, strategy and business advice. "Your brand is the response people have to your company, it's how they think and feel about it. Your brand should dictate everything you do, including your advertising."

So how do we want to be seen in the eyes of the world? Yobbo or Yuppie? Bogan or Businessman? Ocker or…..something opposite that starts with an 'O'? Regardless, it seems obvious that our governing bodies aren't too sure either.