chew on this
Posted by Sergio Brodsky on June 4, 2014 07:31 PM
Who hasn’t experienced a meal that looked better than it tasted? This is the case of Tourism Australia's multimillion-dollar “Restaurant Australia” campaign. Despite its beautiful imagery, music, and narrative—and my initial excitement at the concept as a resident foodie—the creative execution has left a bitter after-taste in my mind, if not my mouth.
Now that more of the campaign has rolled out, it seems that Tourism Australia lacks the appetite—or the ingredients and skills—for building a brand that could be a lot bigger than a single campaign. Three factors contributed to my indigestion (or should I say "adigestion"):Continue reading...
Posted by Sergio Brodsky on May 19, 2014 06:22 PM
We Aussies know that our fair nation's tucker is more than "throwing another shrimp on the barbie," kangaroo meat and Pavlova—and now we've got the backing of the federal government to help spread the word overseas.
As promised last year, Tourism Australia is now rolling out its Restaurant Australia global marketing campaign, a $10 million AUD effort to help pitch our country as the food-lover's paradise we know it is.
As you might expect, the food-focused push promotes Australia’s great produce, local cuisine, and award-winning wine brands accompanied by spectacular locations inviting tourists to the “world’s largest restaurant.” Size is important but it’s not what really matters. When the Australia Trade Commission developed Brand Australia it used “Australia Unlimited” as its central nation-branding idea, which was too vague to define what the nation stands for. Food and wine, however, are proving to be a much more appetizing idea.Continue reading...
Posted by Sheila Shayon on May 15, 2014 02:27 PM
New York City Mayor Bill de Blasio recently announced the first “sunrise” phase of the roll-out of the .nyc domain name prior to a full-scale public launch in October 2014.
Part of a new class of generic top-level domains (gTLDs — although in this case they're also called geoTLDs) from the Internet Corporation for Assigned Names and Numbers (ICANN), the Big Apple is the first city in the U.S. with a top-level domain catering to local businesses, organizations and residents.
“The launch of the .nyc domain is one of the most anticipated arrivals for the city and the Internet at large,” stated Hizzoner. “There is no shortage of New Yorkers ready to claim their exclusive .nyc identities online, and this is their chance to reserve their piece of this city’s valuable digital real estate.”
Jessie Pressman, CEO of tech education startup Bite Size Learning, was one of those New Yorkers who seized the opportunity.
“Acquiring a .nyc domain is a chance to align Bite Size Learning's brand with NYC,” Pressman, recently featured in Crain's New York, told brandchannel. “As an emerging start-up the .nyc domain will lend credibility to our site while at the same time promoting our belief in supporting local business.”Continue reading...
Posted by Abe Sauer on March 5, 2014 10:02 AM
The Zucker brothers that directed the cult classic Airplane! grew up in Wisconsin. So it's no surprise that Travel Wisconsin recruited the pair for a new state tourism ad spoofing the spoof film, complete with Kareem Abdul-Jabbar and Ted Striker.
Jerry Zucker teamed with Green Bay Packers star Jordy Nelson last year for a spot spoofing the The Wizard of Oz. Check it out after the jump:Continue reading...
Posted by Abe Sauer on February 27, 2014 02:04 PM
Welcome to brandchannel's annual Brandcameo Product Placement Awards.
For more than a decade, Brandcameo has tracked product placement and brand appearances in every No. 1 film in Hollywood. Since 2004, the Brandcameo Awards have been honoring the good, the bad, and the ugly (and the most) product placement in tandem with the annual Oscars buzz.
If one thing is evident in the product placement industry, it's that brand cameos in films are on a steady decline. 2013's average of 9.1 product placements per No. 1 film is the lowest since 2001, when we first started tracking this space. With directors looking to de-clutter their work, producers looking to wrangle more marketing tie-ins off-screen and new film technology proving challenging for brand placements, the big screen is becoming less and less of a billboard for brands.
This year, Brandcameo hands out awards for the best and worst product placement, the Lifetime Achievement Award, the Forrest Gump Award for Achievement in Reverse Product Placement, as well as awards in 14 other categories.
But there's no spoilers here. Check out the big winners (and losers) of the 2014 Brandcameo Product Placement Awards, covering films released in 2013, after the jump.Continue reading...
Posted by Mark J. Miller on February 17, 2014 02:12 PM
Australians love to visit the United States, apparently. Travel from the Land Down Under to the States is at an all-time high and it is currently the ninth largest international market for America.
In hoping to keep that relationship going, Brand USA, the four-year-old public/private partnership charged with showcasing America to overseas tourists, has launched its first campaign in Australia, throwing $1.5 million into the effort.
The campaign features Rosanne Cash, the daughter of Johnny Cash, singing an original song with her band under the Brooklyn Bridge intercut with scenes from across America.
“Brand USA’s goal is continue to sustain and grow this market by showcasing to Australians the limitless possibilities that are on offer in the United States,” said Joe Ponte, strategy director for Brand USA in Australia, according to Mumbrella. “It’s not just a once in a lifetime holiday destination; the US offers a lifetime of holidays and that’s what we’ve tried to portray in this first TV commercial.”Continue reading...
Posted by Barry Silverstein on January 23, 2014 04:02 PM
The Olympic Games aren't just a global celebration of sport, but a branding parade. Sure, there's the occasional guerilla marketing tactics at play, but you don't have to look far to catch an eyefull of brand names and logos emblazoned on nearly every foot of the Olympic park—and its athletes.
So much competition (between brands, we mean) can certainly cloud the logic of executives and team reps when it comes to making some big decisions, and with the power of social media, none of it goes unnoticed. Consider the raging controversy that put Ralph Lauren in the spotlight during the 2012 London Summer Olympics when it was revealed that the Team USA opening ceremony uniforms were manufactured in China. One incensed member of Congress even suggested burning them.
According to the impartial Economic Impact Rating, the controversy could have been avoided, because, "It's possible to be both 'Made in the USA' and profitable," said Anthony Comito, creator of the rating service. But Team USA's uniforms weren't the only oxy-moron: China's Olympic team actually sported uniforms designed by and prominently displaying the logo of the American company Nike despite being home to major sporting companies like Li-Ning.
At least Ralph Lauren has learned its lesson. The Team USA uniforms revealed today for next month's Winter Olympics were made in the USA, with wool from Oregon that was spun in Pennsylvania and North Carolina and knit in California.Continue reading...
Posted by Abe Sauer on September 16, 2013 11:31 AM
The "local" branding movement is taking off, from craft breweries to the White House. Global, corporate brands like Starbucks have adopted localization tactics to fit into this consumer niche while actual local brands—like Milwaukee's Collectivo Coffee—have struggled after breaking what consumers saw as a local commitment. But in North Dakota, a place that is booming economically, local brands are struggling to gain a foothold partly because so many consumers aren't local. But a few Bakken brands are seeing boom times too.
North Dakota was recently named fourth in the US for access to local food sources, and with the state's current boom, entrepreneurs are hoping to kickstart local product sales by capitalizing on the region's oil-rich roots, a place that has simply become known as "The Bakken."Continue reading...