The new strategy was unveiled in Shanghai on June 4 by Australian Minister for Tourism, Martin Ferguson, Tourism Australia Chairman Geoff Dixon and Tourism Australia Managing Director Andrew McEvoy.

 

Tourism Australia will spend approximately A$180 million over the next three years rolling out the evolving campaign in its key international markets, including China and in the domestic Australian market.

 

Tourism Australia Managing Director, Andrew McEvoy said China was the logical location to launch the new campaign, in line with Australian tourism’s transition into the Asian Century. He said the decision to launch the campaign in Shanghai was supported by recent research, showing that Australia tops the travel preferences of its Chinese urban elite target audience.

 

China is Australia’s fastest growing and most valuable overseas tourism market with recent figures from the Australian Bureau of Statistics showing the number of Chinese visitors to Australia year on year for April 2012, grew 34 percent.

China continues to be Australia’s third largest market in terms of arrivals and largest in terms of tourism exports.

 

Tourism Australia says China presents an opportunity to deliver around 900,000 annual visitors worth up to A$9 billion a year for Australia by decade’s end.

 

The new campaign settles for a more contemporary promotion of Australia, with sophisticated imagery showcasing scenic landscapes with a strong focus on quality experiences. Iconic Australian attractions are featured in the ad, including South Australia’s Kangaroo Island, the Bungle Bungles, Sydney harbour, Uluru and the Great Barrier Reef.

 

It maintains a strong focus on digital, social media and advocacy channels. Other elements include a new, interactive tablet app and hub on the Tourism Australia website allowing users to explore stories played out in the ad and provide more information on the locations.

 

“This new campaign creative – particularly the locations and how they have been shot – clearly demonstrate Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” said Andrew McEvoy.

 

Mr McEvoy said adopting a ‘world’s best in Australia’ approach would appeal to traditional western audiences but also help target Australia’s key growth markets – led by Asia – and particularly the new, rapidly expanding middle classes with money to spend and a desire to travel.

 

“Promoting your best attributes is a strong and proven marketing principle. By leading with Australia’s best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets,” Mr McEvoy said.

 

Tourism Australia hopes to secure to an additional A$70 million in funding from industry partners to support joint marketing activities through an additional investment partnership with Austrade.

 

The campaign will start in China, the UK and USA and also run in Australia, with A$5 million being spent on a domestic marketing push to encourage more Australians to holiday in their own ‘backyard’. ■