State government launches ‘It’s Like No Other’ marketing campaign aiming to prepare Western Australia for the opening of borders
December 16 2021, 2:24 pm | | 23 Comments
The Western Australian Government has launched an international call to action to attract visitors, students, investors and workers to our State.
The new campaign is titled “Western Australia – It’s like no other”, and aims to promote the safe, stable and strong lifestyle WA has built despite the threat from COVID-19. It also highlights WA’s natural beauty and resources to encourage visitors to discover our unique attractions and opportunities.
The campaign marks the initial stage of the WA Government’s $65 million marketing campaign to promote WA, which is comprised of a number of marketing initiatives to be launched across various target markets and industries.
An informational website is also part of the overall campaign.
You almost can’t tell that the voice over is artificial intelligence.
Sorry, but that’s just not very good. It’s the same quality as the Roll up for WA stuff.
Unfortunately this campaign is very like all the others.
All the imagery seems to line up with the VO, except for the line about “…our welcoming, charming regional communities” where it shows a turtle.
This is truly appalling. Why spend all that time and money on creating such godawful wallpaper? This will have no impact or desired effect. Unfortunately, the govt. should hang their heads for this missed opportunity. A chance to make a real difference when it mattered. But completely fumbled and dropped.
Trying to attract visitors and students and investors and workers with a montage is… well, good luck.
A little bland. Reminded me of the Juice Media – Australien Government clips without the shitfuckery.
please make it stop
So – all these comments are valid. The turtle and all. And if you really want to know how much time and money was spent on it – you’d be surprised. Don’t assume every government campaign is seriously bankrolled and researched and has the luxury of a decent timeframe. This is a totally broad, impossible brief, with a crazy turn-around based on the rapidly changing political landscape we’re faced with. Play the game and then come back to me with a way to wrap up the whole of WA’s offering in 4 words.
Couldn’t watch the whole thing.
If that’s the case, why feel the need to “showcase” it on CB? If you don’t think the creative hits the mark, let it be. No one is asking you to share everything.
Agencies do have the power to turn projects down and simply say no.
Yes. Brief was crap.
@Person that does this stuff, I feel you. This is what the client wants. Why is that so hard for people to understand? You win pitches like this by delivering work that is 100% safe. Inoffensive is the ultimate aim here, so no one from the marketing dept will face any kind of backlash. We’re not in NZ, this was never gonna be interesting or exciting. But, I agree, it could be a lot less boring. The FV sounds so disinterested! No offence to her (she was defs directed to sound like that) but what a shocking read. Makes the Top 10 worst WA ads of 2021, that’s for damn sure.
No one showcased it. All govt campaigns are released via media statements on the state govt website.
Everyone needs to take a chill pill. This is the sort of campaign that the government releases just to look like they are doing something. The reality is that it probably has less media weight than a local scam award ad. This is solely so the proletariat can be told that the WA Govt is doing things. Trust me that l-o-n-g spot (how to make a 60 feel like a 180) never ran anywhere on commercial tv where it would have cost too much to run and have sent everyone grabbing for the remote. Rare shouldn’t be embarrassed…the only place the ad ever runs is on the WA government web site and here on the blog.
Take a chill pill? No, I think this is exactly the sort of thing we should get passionate about as a creative community. This is about how our government sees for to represent us to the world (or to ourselves) media weighting doesn’t matter. This is the sort of shit that is thrown back in our faces when Tourism comes to pitch and can say that this is what we produce when we don’t have the ‘oversight’ of eastern creatives. Budget and brief can excuse making something that isn’t ‘great’ but is never an excuse for making someone terrible. Stock footage with VO, ok but that doesn’t excuse the shocking read, the lack of even a attempt to create a grade and look that could elevate the video and create a look and texture to the piece. And then there’s the shocking typography in the video and on the horrible clunk of a website. Agencies have choices. An opportunity missed. The Roll Up spot was strategically flawed but crafted – whereas this stuff has no redeaming feature and quite rightly the agency has asked not to be associated with it.
This is the sort of ad that makes the government want to use The Monkeys.
Yes, @Excuses, you’re right. Surely, this didn’t have to be so atrocious. You can’t blame ‘time and budget’ for it being so pedestrian, cold and devoid of anything resembling insight or emotional engagement. But, to be fair, this does reek of a client dictating exactly what they want and the agency being too scared to push back. How far can you push a client like this without risking a future relationship? Not very far. Which is why so many local campaigns (for bigger clients) are inoffensive wallpaper. Also, let’s be real, it’s still nowhere near as offensive as the ‘hey kids, horse racing and gambling are FUN!’ campaign. So there’s that.
Whatever the perspective and opinion I am loving the passion being expressed here. Been a while I must say. Good way to round out the year and I’m hopeful that this sort of discussion raises the bar for agencies and clients. We can and should do better for ourselves, our clients and especially for Western Australia.
Wow. What a bunch of b🎉🍾es!
We deal with this sort of brief daily – and I’ll bet this scrubs up pretty well compared to what you anonymous heroes work on every day. Get real. And yes – I’m being anonymous too – like all you other incredible creatives.