Skip to main content
SpringerLink
Log in

Australia tourism advertising: A test of the bleed-over effect among US travelers

  • Original Article
  • Published:
Place Branding and Public Diplomacy Aims and scope Submit manuscript

Abstract

A new commercial promoting Australia tourism provides a recent example of nation branding. The study reported here measured the commercial's effectiveness on traditional measures of travel interest, as well as public diplomacy. A sample of 261 US adults participated in an online pre–post experiment evaluating the country before and after exposure to the commercial. Results showed that overall, evaluations of Australia as both a tourist destination and a country improved after viewing the commercial. Results demonstrated the bleed-over effect of tourism advertising in that the commercial worked to improve overall attitudes toward the country in addition to interest in visiting.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Figure 1

Similar content being viewed by others

References

  • Anholt, S. (2002) Nation branding: A continuing theme. Journal of Brand Management 10 (1): 59–60, ABI/INFORM Global (Document ID: 232580331), accessed 10 November 2010.

    Article  Google Scholar 

  • Anholt, S. (2010) Australia and its image [video interview]. Australian Ministry of Trade, http://www.simonanholt.com/FieldNotes/casenotes-jamaica.aspx, accessed 13 September 2010.

  • Anholt, S. and Hildreth, J. (2004) Brand America. Great Britain: Cyan Books.

    Google Scholar 

  • Australian Bureau of Statistics. (2008) http://www.abs.gov.au, accessed 5 September 2008.

  • Australian Bureau of Statistics. (2010) http://www.abs.gov.au, accessed 13 September 2010.

  • Blackadder, J. (2006) Australia – The story of a destination brand. Research News, Glebe, Australia: Australian Market & Social Research Society Limited, http://www.mrsa.com.au/index.cfm?a=detail&id=2363&eid=129, accessed 14 September 2010.

  • Chalip, L. (2000) An interview with Maggie White, Olympic Games business manager for the Australian Tourism Commission. International Journal of Sports Marketing & Sponsorship, 2 (September/October): 187–197.

    Google Scholar 

  • Crean, S. (2010) Domestic launch of Brand Australia [speech transcript]. May 2010, http://www.trademinister.gov.au/speeches/2010/100514_australia_unlimited.html.

  • DDB. (2008) Worldwide wins global shootout for Tourism Australia [press release]. 8 July, http://www.ddb.com/pdf/press/current/07_08_08_AUSTourism.pdf, accessed 29 September 2010.

  • DeFleur, M.L. and DeFleur, M.H. (2003) Learning to Hate Americans: How U.S. Media Shape Negative Attitudes among Teenagers in Twelve Countries. Spokane, WA: Marquette Books.

    Google Scholar 

  • Fitzpatrick, K., Kendrick, A. and Fullerton, J. (2010) Factors contributing to anti-Americanism among people abroad: The frontlines perspective of U.S. public diplomats. Paper presented at the Association for Education in Journalism and Mass Communication Conference; August, Denver, CO.

  • Fullerton, J. and Kendrick, A. (2006) Advertising's War on Terrorism: The Story of the U.S. State Department's Shared Values Initiative. Spokane, WA: Marquette Books.

    Google Scholar 

  • Fullerton, J.A., Kendrick, A. and Kerr, G. (2009) Australian student reactions to US tourism advertising: A test of advertising as public diplomacy. Place Branding and Public Diplomacy 5: 145–150.

    Article  Google Scholar 

  • Haskins, J. and Kendrick, A. (1993) Successful Advertising Research Methods. Chicago, IL: NTC Books.

    Google Scholar 

  • Herbert, B. (2010) There's nothing like another tourism campaign. Australian Broadcasting Corporation, 31 March, http://www.abc.net.au/news/stories/2010/03/31/2861687.htm, accessed 29 September 2010.

  • Kavaratzis, M. and Ashworth, G.J. (2006) City branding: An effective assertion of identity or a transitory marketing trick? Place Branding 2 (3): 183.

    Article  Google Scholar 

  • Lippmann, W. (1922) Public Opinion. New York: McMillan.

    Google Scholar 

  • Lowery, S.A. and DeFleur, M.L. (1995) Milestones in Mass Communication Research, 3rd edn. White Plains, NY: Longman.

    Google Scholar 

  • Oliver, A. (2010) Brand Australia: All talk, no action? Lowy Interpreter, 5 May, http://www.lowyinterpreter.org/post/2010/05/05/Action-not-talk-promotes-Brand-Australia.aspx, accessed 14 September 2010.

  • Pew Research Center. (2010) Pew Global Attitudes Project, http://pewglobal.org, accessed 25 January 2010.

  • Pike, S., Bianchi, C., Kerr, G. and Patti, C. (2010) Consumer-based brand equity for Australia as a long-haul tourism destination in an emerging market. International Marketing Review 27 (4): 434–449.

    Article  Google Scholar 

  • Rivenburgh, N., Louw, E., Loo, E. and Mersham, G. (2004) The Sydney Olympics and Foreign Attitudes towards Australia. Canberra, Australia: Cooperative Research Centre for Sustainable Tourism.

    Google Scholar 

  • Ryan, C. (1991) Tourism and marketing – A symbiotic relationship. Tourism Management 6: 101–111.

    Article  Google Scholar 

  • Tourism Australia. (2010a) Tourism Australia unveils ‘There's nothing like Australia' campaign in the global travel trade [press release] 31 May, http://www.tourism.australia.com/en-au/marketing/5808_5933.aspx, accessed 13 September 2010.

  • Tourism Australia. (2010b) Americans still love Aussie holidays [press release]. 16 January 2010, http://www.tourism.australia.com/en-au/news/media-releases_4336.aspx, accessed 13 September 2010.

  • Tourism Australia. (2010c) ‘There's nothing like Australia' campaign [fact sheet] 31 May, http://www.tourism.australia.com/en-au/news/media-releases_5867.aspx, accessed 13 September 2010.

  • Tourism Australia. (2010d) Australians invited to share their Australia for new tourism campaign [press release] 31 March, http://www.tourism.australia.com/en-au/news/media-releases_5866.aspx, accessed 13 September 2010.

  • Tourism Australia. (2010e) Tourism Australia invites travelers to find out why ‘There's nothing like Australia’ [press release] 3 September, http://www.media.australia.com/en-au/mediareleases/default_4930.aspx, accessed 29 September 2010.

  • Tourism Research Australia: Department of Resources, Energy and Tourism. (2010a) International visitors in Australia: Quarterly results of international visitor survey. June, ABN: 46 252 861 927, http://www.ret.gov.au/tourism/tra/Pages/default.aspx, accessed 8 September 2010.

  • Tourism Research Australia: Department of Resources, Energy and Tourism. (2010b) International Visitor Profile 2009: United States of America, April, ABN: 46 252 861 927, http://www.ret.gov.au/tourism/tra/Pages/default.aspx, accessed 8 September 2010.

  • Tourism Research Australia: Department of Resources, Energy and Tourism. (2010c) Forecast, 1. June, ABN: 46 252 861 927, http://www.ret.gov.au/tourism/tra/Pages/default.aspx, accessed 8 September 2010.

  • Tuch, H.N. (1990) Communicating with the World: U.S. Public Diplomacy Overseas. New York: St. Martins Press.

    Book  Google Scholar 

  • US Fed News Service. (2010) $100K funding boost to drive tourism growth in hall. Research Library (Document ID: 2069245091), accessed 13 September 2010.

Download references

Author information

Authors and Affiliations

  1. Oklahoma State University, 700 N. Greenwood Ave., Tulsa, Oklahoma, 74106, USA

    Jami A Fullerton

Authors
  1. Jami A Fullerton
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Alice Kendrick
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jami A Fullerton.

Additional information

2obtained her PhD from the University of Tennessee, USA, and is a Professor of Advertising in the Temerlin Advertising Institute, Southern Methodist University in Dallas, Texas, USA. Her research interests include mass media and public diplomacy, advertising education and career paths, and de-consumption of products.

Rights and permissions

Reprints and permissions

About this article

Cite this article

Fullerton, J., Kendrick, A. Australia tourism advertising: A test of the bleed-over effect among US travelers. Place Brand Public Dipl 7, 244–256 (2011). https://doi.org/10.1057/pb.2011.17

Download citation

  • Received:

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/pb.2011.17

Keywords

Search

Navigation