Tourism Aus hits back at campaign criticisms
Tourism Australia has rubbished claims by AirAsia X boss Azran Osman-Rani that its latest campaign puts Australia “beyond the reach” of prospective tourists, insisting the ad is “hitting the mark”.
Responding to comments made by Osman-Rani at an aviation conference in Sydney, TA managing director Andrew McEvoy said the latest phase of its There’s Nothing Like Australia campaign had proved a “massive hit” in Asia. The ad has been viewed by 20 million people in China alone since its launch six weeks ago.
“Maybe Mr Osman-Rani hasn’t seen the whole campaign, which does go beyond the signature advertisement, including details such as the top 10 things to do in Melbourne or Perth,” he said.
McEvoy disputed claims the campaign was not tactical, saying the tourism body was seeing success in converting people from Asia’s rapidly expanding middle classes with the disposable income and desire to travel.
“With the latest phase of our There’s Nothing Like Australia campaign, we are unapologetically putting our best foot forward, and focusing on Australia’s unique and most distinctive tourism products and experiences that we know can compete with the finest in the world,” he said.
“People travel to experience difference and this campaign does that. The style of travel they take and where they stay then becomes a function of their budget.”
He referred to inbound arrivals figures which showed a “record-breaking” number of visitors to Australia from Asia, fuelled in part by a cooperative marketing partnership between the tourism body and the airline.
“AirAsia X certainly seems to be doing well off the back of this great image of Australia given their rapid growth and further expansion plans,” McEvoy said.
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