In addition to the broadcast ad and print executions, the campaign will also feature a strong digital and out of home focus. The campaign execution will be focused in the major cities of Delhi and Mumbai and the affluent travellers within these cities, will be Tourism Australia's primary consumer marketing targets. The campaign will be seen on television across news, business, lifestyle, entertainment and infotainment channels; in print across leading mainline dailies, business and travel magazines; on Out of Home mediums in the primary markets of Delhi and Mumbai and on the digital platform.
Australia has a wealth of assets, natural and man-made, that differentiate it from other destinations around the world. There's Nothing like Australia global campaign shows these assets in a contemporary, sophisticated, energetic and inspiring way. The campaign features many unique and iconic Australian destinations & experiences such as Sydney Harbour, Sydney Opera House & Blue Mountains in New South Wales, the Great Ocean Road & Melbourne in Victoria, the Great Barrier Reef & Gold Coast in Queensland, Kangaroo Island in South Australia and the Ayers Rock (Uluru). The first phase of this campaign was carried out between August – October 2012.
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 consumers 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, Tourism Australia unveiled a new strategy aimed at tapping into the future tourism potential of India. The India 2020 strategic plan identifies the main opportunities and sets out the approach required to build Australia’s appeal and to win future market share. During 2012/13, the first year of the India 2020 strategic plan, Tourism Australia has doubled its marketing spends in India.
India is currently Australia’s 10th largest inbound tourism market. There were 1, 59,420 visitors from India during 2012, an increase of 7.5 per cent relative to 2011.
By the year 2020, it is expected that Australia will receive approx. 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 average expenditure for Indian visitors being A$ 5,000.
About Tourism Australia
Tourism Australia is responsible for promoting Australia world-wide as the world’s best destination for business and leisure. Through a wide range of activities Tourism Australia aims to raise awareness of Australia’s unique attributes which attract and entice visitors to experience our country. Our activities in 23 markets, including Australia, include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and research.
In November 2010 Tourism Australia unveiled a new strategic approach for Australian tourism – the 2020 Tourism Industry Potential - to improve the industry’s performance and competitiveness. The 2020 Tourism Industry Potential is a 10 year vision for the industry which aims to grow the overnight expenditure generated by tourism to as much as $140 billion by 2020.
To achieve the 2020 Potential, Tourism Australia operates in key markets around the world offering the greatest opportunities for tourism growth including Australia. This includes established markets such as the United Kingdom, Japan, New Zealand, USA, Germany, Korea, and China; growth markets such as Canada, Singapore, Malaysia, Hong Kong, Taiwan, India; Thailand, and Gulf Countries.