Destinations

Voyages Indigenous Tourism Australia unveils first brand campaign in 10 years

Voyages Indigenous Tourism Australia has launched a new brand campaign – its first in 10 years.

Created by Sydney advertising agency BMF, the campaign challenges Australians’ perceptions of Uluru as ‘just a rock’, and instead celebrates it as a destination with an abundance of Indigenous experiences on offer.

Using the tagline ‘Just Wow’ to describe the awe of visiting a place as special as Uluru, the campaign is designed to encourage Aussies to get Uluru off the bucket list and onto their ‘to do’ list.

 

Ana Sofia Ayala, chief marketing officer at Voyages, said the intent of the new brand platform is to actively drive a sense of urgency to encourage visitation to “one of the most iconic destinations in the world”.

“By showcasing the multitude of things to do and see, from five-star culinary experiences to stargazing with an Indigenous guide, and sunset heli tours to exploring Uluru on a segway, we are also letting our audience know that this is a destination for all ages and interests,” she said.

“It was also important for us to have the local Anangu community highly involved in the creation and production of the campaign, which we achieved through the strong use of visuals and also a collaboration with the Anangu Iwiri choir, who composed a bespoke piece of a cappella music for the films.”

The campaign will run across TV, print, outdoor, digital, and social media channels.


SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Wholesalers

The Globus family of brands will now require travellers to show proof of vaccination

If you’ve got clients booked to join any Globus, Cosmos, Avalon Waterways or Monograms trip, you’d better pray they’re not anti-vaxxers.

Share

CommentComments

Aviation

Qantas to resume 12 international routes from 18 December

by Ali Coulton

If all goes to plan, 18 December will now be known as the beginning of the end of Australia’s overseas travel ban hellscape. Coincidentally, it’s also our deputy editor’s birthday!

Share

CommentComments

Hotels

Longest-running CEO of any major hotel company calls time on career

BWH Hotel Group’s longtime president and CEO is retiring, with an Esky, BBQ tongs and Big Mouth Billy Bass Singing Fish mooted as possible leaving gifts.

Share

CommentComments

Travel Agents

ETG agents score access to thousands of custom trips via Designer Journeys

The company’s network of independent agents can now impress clients with access to loads of tailorable itineraries and expert advice.

Share

CommentComments

Cruise

Coral Expeditions launches new summer sailings along South Australia’s wild coast

The five new journeys all take place intrastate, so even the toughest border closures can’t put a stop to these babies. As long as your clients live in SA, that is.

Share

CommentComments

Road & Rail

The Wiggles Team Up With Tourism Australia To Show Kids How To Travel “The Wiggly Way”

The Wiggles are teaching kids how to road trip across Australia. Rule one: pack a fruit salad and a few hot potatoes to snack on.

Share

CommentComments

Aviation

Sydney Airport receives another takeover bid

Will it be a case of third time lucky for the consortium of investors? Not if “Rocket” Rod Sims finds any glaring problems with the deal.

Share

CommentComments

Cruise

Federal Court blocks Princess Cruises’ attempt to ban US and UK passengers from class action

The judge said blocking the passengers from joining the class action could risk bringing “the administration of justice into disrepute”, which doesn’t sound ideal if you ask us.

Share

CommentComments

Destinations

UK scraps vaccine passports, as PM outlines new COVID plan for winter

Boris Johnson has caved in to pressure from his own party, which argued the vaccine passport plan would be an infringement on human rights.

Share

CommentComments

Tourism

Celebrate the planet on the first-ever World Sustainable Traveller Day!

TW staff are celebrating this momentous occasion by heading to our local cafés to refill our KeepCups not once, not twice, but a whopping THREE times. Cue the coffee jitters.

Share

CommentComments

Destinations

WATCH: New video showcases the dizzying luxury of Vienna

by Sponsored by the Austrian National Tourist Office

Get a glimpse of one of Europe’s most luxurious destinations through a flash new video that uncovers the opulence of Austria’s capital.

Share

CommentComments

Hotels

Richard Munro returns as CEO of the Accommodation Association

Munro, who even had a brief stint at the Cronulla Sharks after exiting the association, has returned to his old stomping ground.

Share

CommentComments