TA launches next phase of campaign

TA launches next phase of campaign
By admin

Tourism Australia today launched the second wave of its global marketing campaign with digital and social media at the heart of turning consumer interest in Australia into firm bookings.

New TV commercials and print imagery were unveiled to 170 media and travel firms in Shanghai as tourism officials further seek to embed Australia in the mindset of Chinese travellers.

Tourism Australia managing director Andrew McEvoy said the ads, which continue to use the There’s Nothing Like Australia theme, showcase “high quality tourism products and experiences” that will resonate with traditional western countries and key growth markets, particularly China.

A variety of ads from 15 seconds to three minutes will be broadcast online, TV and in cinemas.

But with social media becoming “word of mouth on steroids”, digital platforms will play a central role in the campaign, he stressed.

The social strategy, which includes the launch of a free to download tablet app, will have the aim of increasing conversions.

“Word of mouth in our sector has always been the biggest driver of people taking a trip and now with digital technology and social advocacy and communities, the ability to put word of mouth on steroids is amazing,” McEvoy said.

The app will provide detailed information and images both on the locations contained in the ads and others tourist areas.

Users can also share the content and save itineraries with links directly to product websites.

McEvoy described the app as “revolutionary”.

“It will deeply embed consumers in the product. We want to increase conversions and the app is about the whole concept of getting people further down the track,” he said. “In China we don’t want the perennial problem we have in places like the US where people dream about us but don’t necessarily make the trip. We are trying to push people further down the pipe and then become advocates for us through social media.”

Tourism Australia will spend $180 million over the next three years on the campaign with an additional $70 million expected via co-op marketing.


Latest News

  • Cruise
  • News

MSC builds new hospital ship with Mercy Ships

Cruise line MSC has joined forces with Mercy Ships International, through the MSC Foundation and the MSC Group, to build a new hospital ship.  The new purpose-built hospital ship will expand the impact of Mercy Ships’ life-changing surgeries, anaesthetic care and surgical education for future generations of patients and healthcare professionals in sub-Saharan Africa. Chairman […]

  • Aviation

FLIGHT REVIEW: The Qantas Boeing 787 Dreamliner business class

There are only a few airlines that make you feel right at home as soon as you board and fewer safety videos that leave you with a proud tear in your eye. Call it clever branding, but it really hits home! Highlighting the talented Qantas employees around the world all while promoting their broad international […]

  • News
  • Technology
  • Travel Agents

Traveltek offers travel agents new rapid deploy cruise website

Traveltek has developed an affordable and convenient solution for cruise booking websites, tailored to meet the needs of travel agents. Created with Digitaltravel.io, the easy-to-deploy, customer-facing ‘out of the box’ cruise solution is available as a fully bookable website or a search-only widget and is designed for small businesses with a specific focus on growing […]

  • Tour Operators
  • Travel Weekly TV

What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV

Join Hilary and Nancy on the couch in the weeks episode and learn a little more about why Hilary loves ‘the Mother Continent’ so much and why she thinks the expedition cruise space is one of the most exciting to watch in 2024. Hilary is an absolute Africa specialist who has found a home in […]

  • Destinations
  • Tourism

Surge in Australians visiting Japan

The number of Australians visiting Japan in the first quarter of 2024 increased by 46.3% compared to the same period in 2019, new data released by Japan National Tourism Organization (JNTO) shows. Visitor numbers in March alone were up a staggering 87.4% compared to March 2019. “These figures are fantastic to see and confirm what […]

  • 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 […]