Tourism Australia chooses LinkedIn to engage the affluent audience in India

‘Who Deserves a Break in Oz’ to showcase best of Australia experiences
By: Tourism Australia
 
MUMBAI, India - May 22, 2013 - PRLog -- Mumbai, May 21, 2013 – In a first in India, Tourism Australia has presented India-based members of LinkedIn (http://www.linkedin.com), the world’s largest professional network with a fun opportunity of winning a refreshing week-long holiday in Australia, away from their daily lives. The opportunity comes in the form of a contest, ‘Who Deserves a Break in Oz’ that invites LinkedIn members in India to nominate themselves or members on their respective networks for a much-deserved holiday in the land down under.

The ‘Who Deserves a Break in Oz (http://whodeservesabreakinoz.com/)’ contest will be played out on LinkedIn till 9th June 2013. Participants will be required to share a reason why they or their nominees deserve to indulge in any one of the must-do experiences in Australia during the week long break. The basis for nomination could be a professional achievement or a personal milestone that participants wish to celebrate with a memorable holiday experience. The two participants with the highest number of votes  garnered on their respective LinkedIn profiles will win.

Nishant Kashikar, Country Manager – India, Tourism Australia said, ‘Australia is a highly aspirational destination amongst affluent travelers including entrepreneurs, qualified professionals and senior executives at local or multinational companies in India.  Many of them are members of LinkedIn. As an innovative content integration activity on LinkedIn, this contest has an appealing concept and is a great way for us to reach out and engage with our target audience.’  

Nishant Rao, Country Manager, LinkedIn India added, “Increasingly, brands are leveraging the power of LinkedIn with customised solutions to engage professionals with relevant content and insights. We are pleased to collaborate with Tourism Australia to create yet another experience-rich program that enables them to reach out to LinkedIn’s 20 million member-base of discerning professionals in India.”

The contest can be accessed through ads on LinkedIn that will lead participants on to http://whodeservesabreakinoz.com/. The two winners will be awarded with a week-long holiday in Australia including return international and one domestic airfare, accommodation, city tours and access to experience one ‘Best of Australia’ attraction per city.  These include going on the Sydney Bridge Climb, taking a helicopter ride over the Twelve Apostles along the famous Great Ocean Road, watching the penguin parade in Phillip Island near Melbourne, visiting the renowned Great Barrier Reef, learning to surf in the clear waters of Gold Coast in Queensland and getting one with nature at Kangaroo Island near Adelaide. In addition to two winners, 50 members with the next highest number of votes on their nominations will win consolation prizes from Tourism Australia.  

This innovative campaign aimed at engaging Tourism Australia's target audience by showcasing the 'Best Of' Australian experiences has been conceptualized and executed by OMD India and LinkedIn.

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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. Their 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.


For more information visit www.tourism.australia.com

About LinkedIn

Founded in 2003, LinkedIn connects the world’s professionals to make them more productive and successful. With 225 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world’s largest professional network on the Internet. The company has a diversified business model with revenue coming from Talent Solutions, Marketing Solutions and Premium Subscriptions products. Headquartered in Silicon Valley, LinkedIn has offices across the globe (http://press.linkedin.com/about).
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Source:Tourism Australia
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Tags:Tourism, Australia, Linkedin, Contest, Holiday
Industry:Tourism travel
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