Tourism Australia’s latest offering from the Philausophy campaign, Matesong, ended 2019 and starts 2020 with parts of tourism advertising in Australia seemingly stuck in a time warp. It’s as though everyone looks at the truly sensational Hoges campaign from the 1980s and says, yes, let’s replicate that. After all it worked for them, it should work for us.
And just look at how many things from with an '80s heritage or theme are now successful – from Star Wars to Stranger Things. Even Kylie, the most successful solo female Australian artist of all time, is still smashing it.
Read more: https://www.adnews.com.au/news/analysis-why-tourism-australia-s-matesong-misses-an-experiential-beat
