Selling Australia. Branding a country

Description

Nearly two decades after Paul Hogan first put that "extra shrimp on the barbie," he is still on camera selling Australia to tourists and Aussies alike. Focusing on the phenomenally successful "Brand Australia" campaign, this program questions whether travelers' expectations should be allowed to drive a country's image-especially when that image relies on simplistic, nostalgia-laden stereotypes. Interviews with Paul Hogan, the Australian Tourist Commission's John Morse, and others, as well as footage of vacationers living out their vision of the land down under, provide telling insights into the relationship between marketing, tourism, and national identity in the first country to ever promote itself as a brand.

Runtime

26 min

Subjects

Genre

Date of Publication

[2005], c2001

Database

Films on Demand

Direct Link

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