Tourism Australia‚Äôs decision to launch the next phase of its ‚ÄúThere‚Äôs nothing like Australia” campaign in Shanghai next week comes on the back of record visitation and expenditure from Chinese visitors in 2011, it has explained.
In an exclusive comment piece for Travel Today, managing director Andrew McEvoy said the move should come as no surprise, with more than 540,000 Chinese visiting Australia last year – up 20% on 2010, with the 2012 figure forecast to exceed 600,000.
He revealed the Chinese response to the campaign had so far been better than anywhere else in the world, with more than 90% of its viewers subsequently planning a trip to Australia.
‚ÄúWith more than 100 National Tourism Organisations active in China, launching the latest new creative phase of our campaign directly to the world – in China – will also help create greater ‚Äòcut through‚Äô in what is a cluttered and highly competitive market,” he predicted.
But he stressed TA‚Äôs commitment to traditional international markets, and promised ‚Äúsignificant Australian domestic campaign activity” with the new ad to be broadcast via TV, cinema and new media platforms.
Read Andrew McEvoy’s exclusive guest comment in full on page 4.
