Campaign here to stay: TA

Campaign here to stay: TA
By admin


Tourism Australia will continue with its There’s Nothing Like Australia theme for years to come as managing director Andrew McEvoy spoke of the need for consistency.

He said the country’s marketing strategy has been too inconsistent but it now had a messaging and strategy that would “stand the test of time”.

“In marketing, consistency is all,” he said. “Our view is that this should be our line for the next decade and for the next 20 years.”

Tourism Australia has worked with 180 partners in the initial phase of the campaign with a similar number sought for the new push.

The campaign will begin in China, UK, US and Australia where $5 million be spent marketing locally. Indonesia will see the campaign in July followed by India, Singapore and Malaysia in August and Japan, South Korea, Germany, New Zealand, France and Hong Kong in September.

The Australian campaign will feature all states and territories and include 100 regions and 250 tourism operators.

McEvoy said the China roll out is likely to spread to secondary cities next year.

Meanwhile, Tourism Australia is prearing to launch a global campaign for the youth market.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]