9 Darlington St Sydney, NSW, 2122

25th March 2011

Australian Tourism Board111 Riverford St,PO Box - Box 157Canberra, 2600

To whom it may concern,

I am writing to you regarding future tourism advertisements for Australia. It has been made clear

through recent media attention and scrutiny, that many of your latest pitches to market Australia

haven’t gone as well as your may have originally planned. I also know you are keenly looking for a

fresh and exciting way to market Australia to potential tourists. I believe my proposal will greatly

benefit not only the tourism department, but Australia as a nation, and here are a few reasons why.

I think to create a successful campaign, we need to analyse what has been done wrong in the past,

and ensure former mistakes are not repeated. How we portray Australia is an integral aspect of the

campaign, an element I believe has been harshly overlooked in the past. Take for example, our bid

for the 2010 soccer world cup, one of the most anticipated and prestigious sporting events in the

world and all we had to show for it was a boxing kangaroo hopping through the desert. Saying the

campaign was a disaster would be a gross understatement. We need to focus on what people want to

do when they go on holidays, and the simple truth is they want to have fun. It has been made clear

that our once famous ‘Aussie icons’ and I emphasize ‘once’, aren’t as iconic as they once were.

We need some fresh blood in our campaign, someone young and vibrant who’s got a lot to give or

someone just really iconic for example: Hugh Jackman, Eamon Sullivan or even Michael Clarke. On

the contrary, is there a rule that states we even need an Aussie to market Australia? Sure, it would be

better, but we need to know there are other options. Notably, the Oprah Winfrey Down Under tour, a

perfect example of the rewards we can reap from celebrity exposure. Studies conducted by Expedia

showed that tourism in Australia increased by an incredible 163 percent. Another piece of

interesting information our company found was from the Australian Bureau of Statistics. Recent

statistics showed that approximately 80% of tourists who visit Australia are under the age of 35. So

why are all our campaigns, still targeted at such an old demographic? It just doesn’t make any sense.

In order to create a successful advertisement it must appeal to at least three major tourist audiences.

The three target audiences required to create a successful campaign for Australia are most definitely:

the youth, families and couples. We must remember though, each age group has their own ideas on

what they want out of their getaway, and we must adhere to all of them. The best way to ensure this

occurs is to create three campaigns. Also, no two advertisements should be shown in one area, as we

definitely do not want to mislead tourists by giving them mixed messages about Australia.

The campaign for the youth, now commonly referred to as generation ‘Y’ should promote

adventure, mystery and fun into one sweet and simple package. I think the best way to get this

across would be to film the activities one could do here, for example diving in the mysterious Great

Barrier Reef, Skiing down the spine chilling alpine slopes of Victoria or even meeting some new

people on the gorgeous beaches in our very own Gold Coast. As adventure is the main focus in this

advert, we should keep the advert short, fast and simple, possibly through the use of cuts. Now to

get a bit more technical, non-diegetic sounds such as ambience effects and drum beats should be

used to keep the setting in the viewers’ minds. In addition, a key factor in successful advertisement

is persuasion, and the best way to attract potential tourists is to put in some testimonials, people that

our tourists can relate to and are believable, ‘real people’. The incorporation of anecdotal evidence, I

believe will greatly impact tourism in Australia for the better, it’s something we haven’t tried before

and now is the time more than ever for action. One thing we should definitely give more attention to

is camera work. How, we portray Australia is crucial as I mentioned before. Pan shots and

panoramas should be considered to truly show the majestic Australian alpine slopes and magnificent

golden ‘Aussie’ beaches. We should also incorporate a beachside panorama of some gorgeous

Australian women on the beach; it may sound a bit cheesy, but everyone in the advertising business

knows sex sells. Also, at the end of the advertisement a young couple should be shown riding a

roller coaster together at one of the infamous theme parks. The ad should close with the slogan

spoken by the couple: “So, what are you waiting for!” This could be followed by a large splash, the

key to advertising is to not lose the viewers attention midway, a grand exit is always equally

important to a spell binding entrance.

For the campaign targeted at families we should promote the security, cleanliness as well as ease of

access to medical facilities in Australia. The incredible range of activities on offer in Australia

should also be endorsed. Another key factor that comes into play when choosing a holiday

destination is affordability. We should use this to our advantage promoting deals and offers which

will gain revenue as well as attract potential tourists. In fact, your very own research in 2009 showed

that families who visited Australia were most interested in accessibility, safety and value for money.

Most parents just want to have a peaceful time with their kids and if possibly fit in some one on one

time with their spouse. We should base our campaign around the peaceful and tranquil activities the

parents can do as well as feature some of the fun and educational activities children can undertake

such as visiting the Jenolan Caves, going on a nature walk or visiting one of the much hyped theme

parks the Gold Coast has to offer. A romantic evening on one our pristine, sandy beaches could also

be shown. All of these activities could quite easily be put on camera, but this time filmed at a much

slower pace, something more suited to families. Also, the entire advertisement should have a serene

tone promoting the tranquillity and awe of Australia. This time, in order for this campaign to be

successful I think it would be for the best if we kept colloquial language to a minimum. In the past

we have represented ourselves as a very ignorant and monocultural society such as the notorious

‘where the bloody hell are ya campaign’, and I think we should try and avoid this as best we can.

Which brings me to my next point; we should also try and feature other races into our

advertisements. In the past you have been heavily scrutinized, for only featuring people with a

western background in your advertisements. We do not want to send the wrong message to people.

If things like these are once again exposed in the unforgiving media, they will spread like wildfire.

The third and final campaign targeted for couples should represent Australia as the perfect romantic

getaway. We should be looking to market to age groups between the ages of 25-40 the age group at

which most people have an intimate relationship with someone. We should try and focus our

attention in areas such as Italy and France, the optimum demographic for this campaign. It is quite

likely that the people seeking a romantic getaway would also love some luxury, and so we should

also consider looking at some of our more sumptuous hotels on offer. Most couples who decide to

go on holiday are having their honeymoon or looking for a second honeymoon! The advertisement

should focus primarily on the unique experiences on offer here, such as our beautiful Australian

Wine. Once again theme parks could be promoted for those who are less materialistic, but this is

highly optional as your previous studies have found that those who are experience seekers are much

less materialistic. Activities such as diving can be educational, fun, rewarding and intimate, the

perfect activity for a couple. Activities such as this should be featured throughout the advertisement.

Camera techniques will play quite a significant role in this campaign as we are trying to emphasise

the unique experience on offer in our great country. I think pan shots and panoramas could be taken

advantage of here, and we should be looking for a big budget extravaganza.

I would like to reinforce the huge benefits you would reap if you were to hire Pizzazz Industries to

shoot your next campaign. We have had over 25 years of experience in not only the advertising

industry, but special effects as well, to create that extra pizzazz that other companies just can’t offer.

Our analysts have thoroughly examined your previous campaigns, and can confidently conclude the

reasons for your past pitfalls. If you hire us I can guarantee on behalf of my entire team, that we will

create the most successful tourism campaign in history. We have access to millions of dollars in

resources and can guarantee the highest quality. We have made a line of magnificent advertisements

for many countries including the USA, Japan, Spain Germany and many more, and we would just

love the opportunity to do something for our own country. Once again, I would like to reiterate the

importance of a fresh outlook on how we market Australia to potential tourists, and the importance

of presentation. Also, we think through slight alterations in targeted demographics, we could save

millions of dollars and target the right people. We are so confident that we can create a great advert

for you, that we’re willing to create not one but three! We believe our perspective on tourism

advertising in Australia this will be highly successful, as we can effectively offer every type of

tourist what they really want. For the aforementioned reasons, I believe there is no doubt that if

given the chance; we could effectively meet your needs. Thank you for your time and consideration,

we look forward to an interview, and as our slogan does say: “Advertising, it’s what we do best!”

Yours Sincerely,

Vamsi SrinivasanCEO, Pizzazz Advertising Industries®

9 Darlington St Sydney, NSW, 2122Ph: 02 1423 6578Fax: 8657 2314Advertising, it’s what we do best!