Mr Poon Tip said Australia has struggled to find its identity since Paul Hogan famously offered to “slip another shrimp on the barbie” in the 1980s campaign which helped Australia soar from number 78 to number one on Americans’ dream holiday list.
“The identity that Australia had when Paul Hogan was Australia’s representative was the golden days for Australia,” he said.
“He really defined Australia and everyone identified with him.”
Loose Change has previously posted on The Paul Hogan Myth. While the campaign created awareness in the USA that didn't translate into tourism arrivals, with most growth during the period coming from markets where the ad wasn't shown.
Perhaps the Hogan ads defined more how we identified ourselves rather than how others perceive us or deliver effective tourism results?