TA admits to mixed consumer response
Tourism Australia has spoken of the pressure it faced while creating the latest phase of its There’s Nothing Like Australia campaign, as it conceded the ads have received a mixed response since their release.
Speaking at the Mumbrella 360 conference this morning in Sydney, executive general manager marketing Nick Baker admitted it had faced criticism from Australians via various internet forums since unveiling the campaign in Shanghai on Monday.
He claimed a key dilemma was that Aussies were keen to be depicted as “modern and sophisticated”, while overseas markets wanted to see them as “matey and laidback”.
“There’s a lot of pressure to get the mix right,” he said, adding the marketing body’s main aim was to “do the country justice”.
He rejected criticisms the campaign’s second wave overlooks tourists on a lower budget, insisting all of the experiences featured in the crusade were accessible by people of all means.
“The aim was to create a halo effect putting out the best of Australia,” he told delegates. “Travellers can then go to these places and choose to spend this much or that much – that’s one of the extraordinary things about this campaign.”
He also denied its focus on premium brands and experiences neglected the value-focus of many Chinese travellers.
“The Chinese spend is going up,” he insisted. “A lot of the Chinese market are now spending a lot more than other markets around the world.”
Baker was confident the campaign would resonate well in China due to extensive testing undertaken in the market prior to its release.
He claimed initial feedback in China had been good, adding he was confident it would see the same success as its predecessor, which resulted in 90% of those who had seen it start to research a trip to Australia.
Latest News
P&O rescues Rotary volunteers after collapse of Air Vanuatu
P&O Cruises Australia has answered a plea for help from a group of young Australian Rotary volunteers, stranded in Vanuatu following the collapse of Air Vanuatu. The students, many of them teenagers from Albury, NSW, were volunteering for a youth project run by the Hive Rotary Club Australia when the airline abruptly cancelled all flights, […]
Intrepid continues expansions with launch of first DMC in Jordan
Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]
Minor hotels appoints Puneet Dhawan to key Asia role
Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]
Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia
Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]
Government urges Aussies to ‘reconsider’ plans to visit Noumea as New Caledonia death toll hits five
The government has updated its advice for Aussies who may be considering New Caledonia during this time.
Situation ‘dire’ for Air Vanuatu as rival carriers look to swoop on flailing airline
Like a bird with no wings, Air Vanuatu is grounded as its only Boeing 737 heads to Melbourne after being repossessed.
Vivid Sydney will light up the Harbour City’s food scene
Local and international culinary stars will descend on Sydney for Vivid Food. Post-event hangovers a given...
Experience Co appoints Matthew Vince as the new interim head of marketing
We are still trying to confirm whether it is Matthew himself in the lead image, will report back.
Hotel Review: Atlantis The Palm – Luxury for the whole family
Of course ever parent knows the real luxury experiences come when you find a way to leave the kids somewhere.
Bridgerton is back! Live the REAL Colin & Penelope experience
The real Penelope experience would be falling in love with someone who doesn't love you back but that's hard to market.
Sailing the Sun: Six nights aboard Princess’ first Sphere Class ship
Cruising has always been extravagant and the Sun is no different, apart from riff raff like us being let on board.
Australian tourists are big spenders globally on experiences and nightlife, Mastercard report finds
Aussies do their bit for the global economy by propping up bars across the world. It's a proud day for us all.
Sydney confirms position as Australia’s No. 1 business events host
Surprise surprise... Sydney Harbour and the Opera House come up trumps. Can you tell we live here?
Luke Mangan launches Bistrot Bisou, in Hotel Indigo, his first Melbourne restaurant in over a decade
The news means we're due a trip to Melbourne, but we'll wait for winter to past first!
Surf magazine Tracks hunt for grommets to launch Airb’n’b-style platform for surfers
Three young surfers on an all expenses paid surf trip on the Aussie coast.... What could go wrong?
Luxury cruise ship Paspaley Pearl by Ponant has appointed a new team of industry experts
Paspaley Pearl by Ponant will offer a gem of a cruise, as the new team shows by their pearly whites.
Memphis Tourism brings blues to Sydney as it adds Jack Daniels to sponsor roster
Memphis Tourism would win the award for coolest sponsor if there was one. But there isn't.
Jetstar and Qantas perception ratings soar following Bonza’s implosion
Forget what your mum told you, you can make yourself look better by making others look bad.
Train over Plane – Journey Beyond releases The Overland’s 2025 season
Clickety-clack, more than a century on track. Unlike the Overland, our poetry is not in demand.
AmaWaterways launches Australian operations at Sydney office with panoramic Harbour views
You should click on this article for the content but it's also okay if you just want to see someone cut a ribbon.
Travel insurance expert’s top 3 tips for Aussies stranded in New Caledonia amid riots
Despite appearances, being stranded in a luxury resort isn't all milk and honey.
Perfect Somewheres: Hotels.com celebrates best-in-class venues for guest experiences
Surprisingly, no hotels with bed bugs were represented in the top 1% of top hotels.
Airports boss says $1.7 billion Budget innovation fund will “kickstart” domestic manufacture of sustainable aviation fuel
Time to start saving up your waste - Australia is about to become a hub of biofuel innovation!
Apparent launches ‘All heart, no hassle’ campaign for Flight Centre’s Corporate Traveller
Despite appearances, even the most severe-looking businessperson wants heart in their travel.
Indaba 2024: Losing out on memory, South Africa Tourism hands its fate to children
South Africa Tourism's chief marketing officer reminds us all we were once joyful children and not grumpy adults.
ACA & CLIA join forces ahead of Australian Tourism Exchange
Watch your back Kyle and Jackie 'O' - a new power couple is in town.
South Africa eyes affordable tourism to grow market
In an unlikely move, South African Tourism is actually encouraging young people to travel MORE.
ATIA applauds government’s fast-track passport announcement
Excellent news if you've ever experienced the sheer horror of realising you don't have a functioning passport.
DayAway names Aussie partners for luxury community based membership
Tired of dining with the riff raff? Get yourself a DayAway membership and slip into a life of luxury.
Silversea expands Nova Class with Silver Ray
Be prepared - this article has more silver than your local jewellers!
Tourism Tasmania CEO says a trip to Tassie could cure your Aurora Australis FOMO
With images like these - you're bound to regret being asleep during Australia's version of the northern lights.
Flight searches to Ho Chi Minh City skyrocket by 246% as city strengthens ties to Oz
We aren't endorsing ditching your work to look at flights to Ho Chi Minh but we're also not not endorsing it.
On Location: Rejoice! It’s Your Daily Wrap Of Africa’s Travel Indaba
Spare a moment to think about the cleaner who had to pick up all the confetti after this one kicked off.
Lack of budget spend will hit international visitor recovery, says Australian Tourism Industry Council
We've done the monotonous trawl through budget reports so you don't have to. You can thank us later!
On Location: Expedia CEO assures AI will not replace human roles, announces AI text assistant
What happens in Vegas stays in Vegas, unless its announced at a big conference, then it'll probably be reported.
VietJet walks away from Bonza investment, administrators look to maximise chance of survival
VietJet's making big plays in Australia but is drawing the line at buying a defunct airline.