Tourism Australia previewed the next stage of its domestic brand marketing campaign…
Tourism Australia previewed the next stage of its domestic brand marketing campaign at Melbourne’s Federation Square.
Scott Morrison, Managing Director, Tourism Australia said the campaign aims to encourage Australians to holiday locally.
While we want to encourage all Australians to holiday at home, we especially want to target the one million Australians who collectively spent more than $12 billion on travel in 2004, Mr Morrison said.
We know these people have a preference for overseas travel but are open to the idea of holidaying in Australia and the campaign aims to convert this interest into actual domestic travel bookings.
The $8 million dollar campaign showcases Australia’s top 30 holiday ‘spaces’ – a must-experience list for all Australians.
Whether you’re surfing at Byron Bay, driving through the Bungle Bungles, hot-air ballooning in Canberra, cruising between Darwin and Broome or dining here at Melbourne’s Federation Square, Australia offers all the space you need for a fantastic holiday, Mr Morrison said.
It was really difficult to narrow down the list to just 30 top holiday spaces – Australia just has so much to offer from beaches, to the outback, to cosmopolitan cities and natural wonders like Kakadu National Park.
An Australian holiday provides the physical, mental and spiritual space that many people are looking for when they take a break from their busy lives.
Australians are known around the world as prolific travellers and this campaign aims to inspire Australians, who would usually travel overseas, to get out and about and holiday at home.
Every year millions of people from around the world travel thousands of kilometres to experience all that Australia has to offer, and yet many Australians haven’t experienced the wonders in their own backyard.
With a world-class tourism industry and so many unique experiences on offer, there is now more reason than ever to holiday in Australia.
The campaign also showcases Australia’s top 10 drives, top 10 events and top 10 beaches.
The great thing about the locations, events and experiences showcased in this campaign, is that we know that for every one highlighted in the campaign, there are hundreds of other unique experiences out there just waiting for Australian holiday-makers to enjoy, Mr Morrison said.
The campaign builds upon the Brand Australia marketing approach which continues to roll out in key tourism markets overseas.
This campaign is part of a long term strategy to stimulate domestic tourism in Australia and aims to grow domestic leisure spend in Australia, particularly in the area of interstate leisure travel.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
