HONG KONG More than two years since launching its “There’s Nothing Like Australia” in 2010, Tourism Australia (TA) is rolling out phase two of the brand building programme across various international markets.
“The new campaign creative – particularly the locations and how they have been shot – clearly demonstrates the country’s distinctive and high-quality tourism products and experiences that are among the world’s finest,” said TA managing director Andrew McEvoy, who was in Hong Kong last week for the annual Hotel Investment Conference Asia-Pacific.
In addition to the new broadcast and print ads, the initiative includes a strong digital and social media focus – leveraging the support of TA’s 3.5 million Facebook fans. Other features include a new, interactive tablet app on www.australia.com, which takes customers further into the stories highlighted in the campaign, providing more information on the areas where the action takes place.
“The digital elements allows us to go deeper – taking the ads from inspiration to information that enable us to showcase a range of experiences to all travellers and different budgets,” he added.
Unveiling the second phase of the campaign in Hong Kong last week, TA announced its partnership with Yahoo on a There’s Nothing Like Australia-themed joint travel site as well as its cooperation with Qantas Airways on new "Flexi" tour travel products developed for leisure travellers.
TA expects to spend about A$180 (US$184.2) million over the next three years rolling out the evolving campaign in its key international markets, especially Asia which is a significant growth area.
According to McEvoy, this latest campaign also underpins the destination’s business events promotions.
“Hong Kong is a mature market that looks for high-quality experiences that Australia can provide, which is exactly the key message behind the brand campaign.”
Great Ocean Road
Besides Hong Kong, TA has its eyes set on the burgeoning China market, which sent about 14,000 delegates for conferences and conventions in Australia during the 2011-2012 fiscal year, a 10 per cent increase from the year before.
“China is leading the charge in terms of growth opportunities for Australia and it is a key focus as we work towards Australia’s Tourism 2020 goals, and the aim of increasing the business events sector contribution to the Australian economy from A$10 billion (US$10.23 billion) to A$16 billion (US$16.37 billion) by 2020,” said Johnny Nee, outgoing regional general manager North Asia, TA.
In September, TA launched a new Chinese-language business events website – www.businessevents.australia.com – containing ideas and information to help Chinese event organisers plan an Australian trip. Visitors to the site can browse suggested itineraries, learn about products and venues around the country as well as download fact sheets and case studies of previous business events in Australia.