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Tourism Australia redoubles marketing effort to woo Japanese travellers

A rapidly appreciating Australian dollar to the Yen has prompted Tourism Australia to look at new tactical initiatives to complement the `So Where the Bloody Hell Are You?` campaign, to help address the…

A rapidly appreciating Australian dollar to the Yen has prompted Tourism Australia to look at new tactical initiatives to complement the `So Where the Bloody Hell Are You?` campaign, to help address the challenging Japanese market.



Tourism Australia Managing Director, Geoff Buckley said recent Brand Tracking results, which measure the impact that the A Uniquely Australian Invitation campaign is having on actual consumers’ intention to visit Australia, showed that the campaign was delivering strong results in Japan.



Our research in Japan shows that the current campaign is having a strong impact with our target consumers – with 43% of consumers who have seen the ad taking action such as visiting a travel agent or Australia.com, Mr Buckley said.



The So Where the Bloody Hell Are You? advertisement has been successful and will

continue in Japan. However, Tourism Australia is looking at additional tactical initiatives to promote

Japanese tourism to Australia. In September, we will undertake a new burst of co-operative activity with our industry partners. For example, the introduction of Jetstar gives us a great opportunity for tactical marketing to new consumers.




This additional activity will support our current A Uniquely Australian Invitation brand marketing efforts as well as other initiatives such as the Australia week themed events and a Visiting Journalists Program.



Mr Buckley said in addition to targeting holiday travellers, Tourism Australia would also be looking to attract more business events as well as group tourism from schools and sporting groups.



Commenting on the global results of the current A Uniquely Australian Invitation campaign, Mr Buckley said the campaign was achieving what it set out to do with more travellers seriously considering Australia for their next holiday.



Tourism Australia offices and our travel agent partners have been inundated with requests for more information about an Australian holiday. The short and medium term outlook for Australian tourism is very strong indeed, Mr Buckley concluded.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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