TA launches next phase of campaign

TA launches next phase of campaign
By admin


Tourism Australia today launched the second wave of its global marketing campaign with digital and social media at the heart of turning consumer interest in Australia into firm bookings.

New TV commercials and print imagery were unveiled to 170 media and travel firms in Shanghai as tourism officials further seek to embed Australia in the mindset of Chinese travellers.

Tourism Australia managing director Andrew McEvoy said the ads, which continue to use the There’s Nothing Like Australia theme, showcase “high quality tourism products and experiences” that will resonate with traditional western countries and key growth markets, particularly China.

A variety of ads from 15 seconds to three minutes will be broadcast online, TV and in cinemas.

But with social media becoming “word of mouth on steroids”, digital platforms will play a central role in the campaign, he stressed.

The social strategy, which includes the launch of a free to download tablet app, will have the aim of increasing conversions.

“Word of mouth in our sector has always been the biggest driver of people taking a trip and now with digital technology and social advocacy and communities, the ability to put word of mouth on steroids is amazing,” McEvoy said.

The app will provide detailed information and images both on the locations contained in the ads and others tourist areas.

Users can also share the content and save itineraries with links directly to product websites.

McEvoy described the app as “revolutionary”.

“It will deeply embed consumers in the product. We want to increase conversions and the app is about the whole concept of getting people further down the track,” he said. “In China we don’t want the perennial problem we have in places like the US where people dream about us but don’t necessarily make the trip. We are trying to push people further down the pipe and then become advocates for us through social media.”

Tourism Australia will spend $180 million over the next three years on the campaign with an additional $70 million expected via co-op marketing.

http://www.youtube.com/watch?v=afQNJjuWxQs

Latest News

  • Aviation
  • Breaking News

Air Vanuatu set to fly again after court decides to allow restructure

Air Vanuatu will return to the skies after a restructure by Ernst and Young was approved today by the Supreme Court of Vanuatu. The national carrier is set to fly again, after the Supreme Court of Vanuatu ratified the Deed of Compromise approving an Ernst and Young-led restructure and transferring the company’s shares to AV3 […]

  • Aviation
  • News

Qatar Airways expands to Canada with launch of Toronto flights

Qatar Airways will launch a new service to Toronto Pearson International Airport (YYZ) starting on 11 December 2024, with three weekly non-stop flights from Hamad International Airport (DOH). As the airline’s fourteenth gateway to the Americas, the new Toronto route marks the airline’s second destination in Canada, joining Montréal which has served more than 1.6 […]

  • News

ATIA wins big with federal inquiry into tourism and international education

The Australian Travel Industry Association (ATIA) has announced a positive advocacy development, with the Federal Parliament’s inquiry report into Australia’s tourism and international education sectors, incorporating many of ATIA’s key recommendations. The report, titled ‘Are we there yet?’: From recovery to resilience – opportunities and challenges for Australia’s tourism sector, reflects ATIA’s submission and evidence […]

  • Conferences

Iconic ‘Spirit of Sydney’ artwork takes pride of place at ICC Sydney

International Convention Centre Sydney (ICC Sydney), managed by ASM Global, has announced the addition of the monumental artwork ‘Spirit of Sydney’ by renowned Australian artist Frank Hodgkinson to its collection. Normally reserved for event attendees, members of the community were able to view the iconic ‘Spirit of Sydney’ mural at the venue’s art tours, guided […]

  • Aviation

Etihad Airways offers price cuts on flights for European winter

Etihad Airways has launched deals on select destinations for flights booked by 4 October for travel starting now until 22 March 2025. Round-trip economy fares start from $1,216 to Barcelona, and business fares start from $6,016 for a trip to Vienna. If you book directly on the website you can win a free stopover in […]