#5 Paul Hogan-Australia owes you $5 billion



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 economic success for two decades.

Who wouldn’t want another their own shrimp on the barbie?

Links mentioned in the podcast:

Top Messages in this episode:

  • “Not only did Paul Hogan open the doors for business success in America, he convinced 300 million Americans to welcome Aussies with open arms.”
  • “Fosters, It’s Australian for beer.”
  • “You’re literally thinking Australian beer is Fosters – with the positive association of friendly Australians.”
  • “America you look like you need a holiday, a fair dinkum holiday.” “You’ll have the time of your life in Australia.”
  • “Down Under”
  • “No Worries”
  • “Come on and say G’day. I’ll slip an extra shrimp on the Barbie for ya.”
  • “The wonder Down Under”
  • ”What’s your marketing budget? It’s unlimited! You test and keep spending money at anything that works.”
  • “Paul Hogan gave Australia 20 years of success with a brand that oozed positivity and success.”
  • “Aren’t you all convicts?”
  • “The old belief that Australians have a propensity for profanity.”
  • “Where the bloody hell are you?”
  • “Haven’t you guys got the deadliest animals anywhere?”

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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