Tourism Australia Adopts New Approach to Accelerate Marketing Endeavour in India

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By Sanchita Mukherjee | February 23, 2013 1:59 AM EST

Tourism Australia, a government-headed agency responsible for promoting the country to business and leisure travellers, is now up with a strategic approach to promote its latest offering through an integrated campaign known as 'There's Nothing like Australia'.

The campaign aims to beeline tourists just ahead of the Indian summer travel season and aspires to project Australia as a dream destination for travelling enthusiasts.

The campaign also seeks maximum possible media resources to advertise this concept. The execution of the same will initiate in Delhi and Mumbai considering the upscale market these cities have to offer.

The medium of advertising the campaign will include television where news, lifestyle, entertainment, travel and infotainment and business channels will be the areas in focus. In the print medium, newspapers, business and travel magazines will be targeted while digital platforms which comprise Out of Home (OoH) media will be used to send the message across target viewers in these two cities.

Australia is regarded as an inimitable destination for tourism while providing an insight into unparalleled views and experiences. Whether natural or man-made, this heavenly tourism retreat opens a whole new world of architectural feats and naturally enticing surroundings.

The 'There's Nothing like Australia' global campaign shows the nation's rich resources in a contemporary, stylish, inspiring and enthusiastic light. The campaign features many unique and iconic Australian destinations such as the Opera House in Sydney, Blue Mountains in New South Wales, Great Ocean Road, Great Barrier Reef, Gold Coast in Queensland, Ayers Rock (Uluru) and Kangaroo Island in South Australia.

Nishant Kashikar, Country Manager - India, Tourism Australia said, "The first phase of the campaign was well received by consumers. Through the campaign, we will also be leveraging the findings from the recent Consumer Demand Project (CDP) research that gives an insight into consumer likes and preferences during their travel to Australia. Our campaign initiatives, in addition with activities like the association with television show MasterChef Australia; a robust PR program and our trade related activities have helped create positive conversations on Australia in our target markets. It is encouraging to see leisure arrivals on an ascent and India featuring amongst the top ten inbound arrivals markets for Australia."

In June 2012, the Australian tourism board had come up with a new strategy to boost future potential in India. The first phase of this campaign was carried out between August and October 2012.  

The India 2020 strategic plan aims at identifying future opportunities and prospects to enhance Australia's appeal and gain better market share. Successfully, in 2012-2013, the first year of this strategic plan, Tourism Australia has doubled its marketing spends in India - the nation currently being Australia's 10th largest inbound tourism market.

There were 1, 59,420 visitors from India during 2012, an increase of 7.5 percent relative to 2011. By the year 2020, it is expected that Australia will receive approximately 300,000 Indian visitors. India is also the 11th largest source market in terms of expenditure and contributed A$ 715 million to Australia's total expenditure, with the average expenditure for Indian visitors being A$ 5,000.

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