NEWS: DMB&B rethinks Australian angle

D’Arcy Masius Benton and Bowles launches a campaign for the Australian Tourist Commission next week, using the endline: ‘The sooner you go, the longer the memories’, to position Australia as an unforgettable travel destination.

D’Arcy Masius Benton and Bowles launches a campaign for the Australian

Tourist Commission next week, using the endline: ‘The sooner you go, the

longer the memories’, to position Australia as an unforgettable travel

destination.



DMB&B has held the business across Europe and the US since it won the

account in 1991. However, it is now facing a statutory review against

fellow agencies on the global roster, J. Walter Thompson and McCann-

Erickson.



Young and Rubicam has also been asked to pitch for the account. The

agency beat DDB Needham, BBDO and Saatchi and Saatchi for the chance to

be the fourth network to compete for the task. Pitches will take place

in early June, with the result expected by the middle of the month.



DMB&B’s previous campaign for the ATC, which ran for three years,

promoted Australia as a unique holiday destination rather than a once-

in-a-lifetime trip.



DMB&B has spent the past 18 months conducting research across Europe to

try to find a new strategic positioning to differentiate the ATC’s

advertising from other long-haul travel commercials.



The film shows beautifully shot footage of Australia, intercut with a

typical traveller recounting his impressions of the country and

describing vivid memories of his recent trip there.



Andy Byrd, the business development director at DMB&B, commented: ‘We

believe this film will stand out because it really does have an insight

that is relevant to the target audience - and the film looks wonderful.’



The ad was art directed by Phil Chitty, the copywritter was Tony

Bodinetz, and it was directed by John Ashenhurst, through John

Ashenhurst Films.



The campaign includes a tie-up with Singapore Airlines. A ten-second

commercial has been produced by the airline’s agency, Burkitt Edwards

Martin, to publicise the fact that Singapore Airlines has more flights

to Australia from the UK than any other airline.



The UK is the largest market in Europe for travellers to Australia, with

numbers rising by an average of 10 per cent a year. In Europe, the

number of visitors is increasing by as much as 30 per cent per annum.



Richards added: ‘The UK is a vital market, and shows strong growth,

thanks to the marketing activities of the ATC and its partners.’