Natalie Mortimer
Jan 20, 2020

Australia’s biggest marketing challenge: reviving its international image

As Australia’s Prime Minister announces a $76 million recovery package in response to this summer's bushfires, how can marketers now salvage the country’s image as a holiday destination?

Kylie Minogue hanging with koalas at Taronga Zoo in Sydney in Tourism Australia's 'Matesong' campaign.

White sandy beaches, abundant native wildlife and lush rolling vineyards are images synonymous with Australia, which have long been spruiked by the country’s tourism industry. But in recent months, an altogether different image of Australia has been blasted out by the world’s media. Harrowing pictures of burned koalas, destroyed communities and smoke-filled cities are filling newspapers and TV screens in the wake of the months-long bushfire crisis ravaging the country.

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