Tourism Australias marketing campaign

To showcase Australia’s aquatic and coastal experiences across the television, digital and print mediums

 : Further leveraging their recent successful campaign showcasing Australia’s incredible aquatic and coastal experiences, Tourism Australia has commenced a fresh phase of it’s marketing initiatives across the television, digital and print platforms. At the helm of the campaign is a television commercial (TVC) featuring a glorious montage of stunning locales, scenic coastline and incredible tourism experiences Down Under.

The TVC showcases the pristine Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and much more with its enchanting visuals highlighting the beauty and natural landscape of Australia. The commercial will be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi General Entertainment channels. Tourism Australia will also capitalise on the upcoming India - Australia cricket test series through various media initiatives.

In addition to television, high impact advertisements will be featured in the print space in collaboration with key distribution partners, including SOTC, Mercury Travels, TUI, Flightshop, D Pauls, Kulin Kumar Holidays, among others. Another major focus of the tactical, offer-driven campaign will be on digital, consisting of regular display ads and content, with aspirational destination imagery and creative renditions, all inviting travel enthusiasts to book a holiday to Australia at unbeatable prices.

Mr. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia said, “Our latest campaign showcasing Australia’s aquatic and coastal scenery has truly captured the attention of the Indian traveller, and reaffirmed our research indications that international visitors enjoy our aquatic or coastal environments in some way – from snorkeling to simply going to the beach. In our upcoming marketing activities, we will leverage uniquely Australian experiences to entice more travellers to choose Australia as their next holiday destination.” 

For year ended (YE) December 2016, Australia welcomed 259,900 Indian visitors, recording a growth of 11 per cent over the previous year, making India the 9th largest inbound market for Australia. For YE September 2016, Indian visitors contributed over A$ 1.15 billion to the Australian economy; an increase of 7 per cent over the previous year. Indians spent over 14 million visitor nights in Australia for YE September 2016; an increase of 7 per cent over the same period the previous year.

With the campaign featuring travel packages starting at Rs. 129,000, a high proportion of Indian travellers are expected to be Australia bound for the year-end holiday season. For great deals, visit www.australia.com/offers

About Tourism Australia

Tourism Australia is the Australian Government agency responsible for promoting Australia to the world as a destination for business and leisure travel. Tourism Australia’s purpose is to increase the economic benefits to Australia of tourism, supporting the industry’s Tourism 2020 strategy, which aims to grow the overnight annual expenditure generated by tourism to over A$ 115 billion by 2020.

The organisation is active in around 30 key markets, where it aims to grow demand for the destination’s tourism experiences by promoting the unique attributes which will entice people to visit.

Tourism Australia’s activities include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and consumer research.

For more information visit www.tourism.australia.com | www.facebook.com/seeaustralia

Feb 22, 2017
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