Tourism

Tourism Australia Launches ‘UnDiscover Australia’ Campaign In Asia

Tourism Australia has launched a new A$10 million campaign in South and Southeast Asia challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination.

‘UnDiscover Australia’ is specifically targeting high-value travellers in India, Singapore, Malaysia and Indonesia by showcasing unusual, unfamiliar and unexpected attractions and experiences.

The campaign is the latest chapter in Tourism Australia’s evolving ‘There’s Nothing Like Australia ‘campaign.

Speaking to Travel Weekly on the campaign, Tourism Australia CMO Lisa Ronson said:“Our new ‘UnDiscover Australia’ really compliments the work we’ve done in the US earlier this year with the launch of our Dundee campaign.

“This time shining a spotlight on our key south-east Asian markets.”

“Advocacy is a key to how we tell the story of Australia to the rest of the world and will be a crucial part of this campaign, with a number of friends of Australia who resonate in the region – like Bollywood actress Parineeti Chopra and cricket icon Harsha Bhogle – working with us to showcase Australia to their fans and followers.”

The campaign was launched in Indonesia today (1 September 2018) by Australia’s new Minister for Trade, Tourism and Investment, Simon Birmingham.

It is the first time the South and Southeast Asia region has been targeted as part of a single, coordinated tourism promotion.

The region’s proximity, emerging middle class, improving aviation capacity and increasingly competitive air fares present enormous tourism opportunities for Australian tourism.

Tourism Australia managing director John O’Sullivan said the new campaign aimed to bust some of the popular myths about Australia held by travellers in the region.

“Fashion-ability plays a big part in destination choice, particularly amongst travellers in Asia,” he said.

“One of the challenges we constantly face is that people from this region feel they know everything about us. This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there’s much more to Australia than just our well-known icons.

“The iconic Uluru-Kata Tjuta National Park is great for sunset or a selfie, but what about the immersive Field of Light installation you can wander through after dark.

“Yes, you can watch a game of cricket at the magnificent Adelaide Oval, but are people aware that they can also do an amazing rooftop climb offering 360 views of the city? It’s surprise and delight experiences such as these that we will be seeking to highlight through this campaign.”

O’Sullivan added the strong aviation component of the campaign would also seek to dispel some of the myths around time and distance by highlighting the short and affordable flight time to Perth, which made Australia an appealing weekend destination for travellers from the region.

‘UnDiscover’ Australia will initially run for four months with potential to be extended to additional markets in the future.

Last year, travellers from India, Singapore, Malaysia and Indonesia accounted for more than 1.3 million international arrivals and injected more than A$5 billion into the Australian economy.

Find out more about each of these South and South East Asia markets here.

SEE WHAT PEOPLE ARE SAYING

Wholesalers

Big fat wholesaler wrap

There are only two things we like about Mondays: the wholesaler wrap and looking at all the pretty photos in the wrap instead of doing any work.

Share

CommentComments

Tourism

Visitors to Maria Island asked to stop taking wombat selfies

Frightened wombats on Maria Island are being chased around by tourists with selfie sticks, and if that’s not the most heartbreaking thing you read today we can’t imagine what will be.

Share

CommentComments

Tourism

Australian woman who overstayed Thai visa by 100 days to be sent home

An Australian woman is soon to arrive home having been placed in a Thai detention centre for “massively” overstaying her visa.

Share

CommentComments

Wholesalers

Intrepid’s $1 deposit trips have returned!

This is the most exciting news we’ve received all day and we just found out the pizza place down the road is doing a two for one deal. So that’s saying something!

Share

CommentComments

Tourism

Research: Aussie travellers prioritising self-care and self-improvement trips

We’re practising self-care by making an avocado face mask and meditating for an hour. Just kidding, we’re going to eat guacamole and sip margaritas at knock-offs.

Share

CommentComments

Destinations

Eat your way through the globes healthiest national dishes

Personally, we’d prefer to eat our way through the world’s national desserts, but each to their own.

Share

CommentComments

Cruise

PONANT now offers free unlimited WIFI on all ships

At Travel Weekly our WIFI is so limited we’ve employed an intern whose only job is to try and crack our neighbouring offices’ WIFI passwords.

Share

CommentComments

Wholesalers

Bunnik Group launches new small group brand

And what better way to kick off a new brand than by offering up to 50 per cent discounts? Well, besides free champagne and puppies but you can’t have everything.

Share

CommentComments

Aviation

“I saw MH370 crash”: Fisherman claims to know coordinates of wreckage

The 42-year old said he saw the flight “move like a broken kite” but could not explain why it took him five years to come forward.

Share

CommentComments

Tourism

Flavour of the week

Take a look at this impressive list of industry movers and shakers. The most impressive thing we’ve done lately is turning up to work on time.

Share

CommentComments

Travel Agents

Big Fat Agent Wrap

We’re so excited it’s Friday we’ve poured ourselves a glass of the semi-stale bubbles in the fridge. Here’s hoping it doesn’t give us alcohol poisoning.

Share

CommentComments

Aviation

Malindo Air cabin crew alleged to have carried $21 million worth of drugs into Australia

Eight people have been arrested as part of a major drug bust which involved cabin crew from Malaysia’s Malindo Air.

Share

CommentComments