New campaign has broad appeal: TA

By admin

Tourism Australia‚Äôs new $250m marketing campaign lets the country ‚Äúspeak for itself” and will appeal to all source markets, the tourism body‚Äôs managing director has insisted.

Andrew McEvoy described his organisation as the ‚Äúcurator of the exhibition” as he spoke of the importance of allowing the destination to ‚Äúbreathe” and stand on its own merits.

Some campaigns try to be too clever and lose their key message, he said.

Speaking at the launch in Shanghai yesterday, McEvoy said: ‚ÄúIt tests well with our traditional western markets, in Asia and Australia. The campaign allows Australia to speak for itself and people will read into it what they will. Those in Europe may react differently from people in China but what we know is that they all react well to it. We know it resonates in all our markets.”

Tourism Australia chairman Geoff Dixon said the imagery, which includes the Bungle Bungles, Hayman Island, Uluru, Sydney Harbour and Kangaroo Island, will appeal to traditional and emerging Asia markets.

‚ÄúMost people want certain things,” he said. ‚ÄúThey may have a bigger preference but you can almost be certain the top five or six things people want are similar in just about every country in the world.”

It is thought the China market in particular will react well to the open landscapes and wildlife depicted in the TV ads.

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