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#5 Paul Hogan-Australia owes you $5 billion
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In 1984 Paul Hogan used his messaging skills to convince 300 million Americans to love Australia. His tourism campaign was such a success it underpinned Australia's success for two decades.
Who wouldn't want another their own shrimp on the barbie?
Links mentioned in the podcast: Paul Hogan Tourism Ad Pitch video to Australia Tourism Board (60 minutes segment)Show Notes:
00:35 My headline of the day is that Australia owes Paul Hogan five billion dollars
1:25 Paul Hogan embedded a number of messages into the mind of the United States
2:05 A look at Paul Hogan’s history
4:37 The perception of Australian’s by America before Paul Hogan
6:25 Paul Hogan’s idea for tourism ads that changed American’s mind
9:16 Analysing the messages in the TV commercial for America
14:10 Australia benefited from tourism for years and Paul Hogan success
17:01 Paul Hogan paved the way for Aussie actors in Hollywood
17:28 Let's go back to B.H. before Hogan
19:23 The confirmation bias and what I sometimes call the closeness problem
21:18 Where is Australia now from a brand perception and from a marketing point of view
22:29 Australian Tourism Board ran an unsuccessful campaign in 2006, Lara Bingle
25:30 There's been a messaging vacuum for many years
26:47 What's taking over is influenced by National Geographic
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