Tourism
Australia, India has launched a new global promotional campaign,
There's Nothing like Australia aimed at promoting Australia as a
must-see destination with some of the world’s best tourism
experiences.
Australia
has a wealth of assets, natural and man-made, that differentiate it
from other destinations around the world. There's Nothing like
Australia campaign shows these assets in a contemporary,
sophisticated, energetic and inspiring way. Focusing on high quality
products, rather than broad based experiences, the campaign will show
travellers what makes an Australian holiday distinct and unique.
In
India, There's nothing like Australia supercedes the advocacy driven
campaign that presented personal experiences of Indian nationals
living in Australia and those who have visited the country. Featuring
noted theater personalities - Aditya Hitkari & Divya Palat and
Vikrant Kapoor, Chef and Partner, Zaaffran, Sydney, the previous
campaign captured individual journeys of these personalities who
spoke of their personal Australia story. Tourism Australia believes
in word-of-mouth publicity as a powerful medium for motivating people
to travel and advocacy will continue to remain a big part of bringing
to life There's Nothing like Australia campaign.
Globally,
the launch phase of There's nothing like Australia involved local
Australians engaging with the campaign by uploading around 60,000
stories and photos to www.nothinglikeaustralia.com, to give
travellers around the world ideas and inspiration for an Australian
holiday. The latest phase of this campaign is being launched in India
and highlights some of Australia’s best tourism attractions,
experiences and products that showcase why there is nothing quite
like Australia. 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, The
Kimberley in Western Australia, Freycinet in Tasmania and the Ayers
Rock (Uluru) in Northern Territory.
Tourism
Australia has also recently 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. This plan predicts arrivals upto 300,000 visitors and upto AUD
2.3 bn in Spends by the year 2020. In alignment of this long term
strategy, There's Nothing like Australia campaign has been designed
to be long-lasting and flexible, one that could evolve to stay
relevant for target consumers in a highly competitive and
fast-changing global tourism environment. During 2012/13, the first
year of the India 2020 strategic plan, Tourism Australia will double
its marketing spend in India.
Commenting
on the campaign, Maggie White, Regional General Manager, S/SE Asia &
Gulf, Tourism Australia, said "Long haul holiday travel taken by
Indians out of their country is developing fast as global travel is
becoming an integral part of the Indian lifestyle. The Indian visitor
to Australia is attracted by the unique, accessible pristine nature
which can be taken through journeys between cities and regions. We
are keen to now deepen their level of understanding of Australian
experiences – something which we believe can be well leveraged
through our use of There's Nothing like Australia. A focused
strategic direction provided by the India 2020 plan combined with the
launch of the new campaign will definitely be a boost to Australia’s
competitive advantage in market.”
Nishant
Kashikar, Country Manager – India, Tourism Australia added, “The
positive endorsement received through authentic Indian voices in our
previous campaign provided good exposure to exciting experiences that
await Indian travellers in Australia. We are confident that this
transition to the new campaign will resonate well with Tourism
Australia’s urban elite target audience in India who have a desire
to travel and a taste for superlative life experiences. While the
creative will be led by Australia’s Best, using our Public
Relations program and other mediums of communication, we will
continue to build on the strong advocacy-based messaging and showcase
a broader range of experiences amongst our target segment”
In
addition to a new broadcast ad and print executions the campaign will
also feature a strong digital and out of home focus. Other elements
include a new, interactive tablet app and hub on www.australia.com,
to take customers further into the stories played out in the
advertisement and provide more information on the locations. The
campaign execution will be focussed in the major cities of Delhi and
Mumbai and the affluent middle class travellers within these cities,
will be Tourism Australia's primary consumer marketing targets to
sustainably grow Indian visitation to Australia.
The
integrated campaign will utilize a mix of media platforms to reach
out to the discerning Indian traveller. The campaign will be seen on
television across news, business, lifestyle, entertainment and
infotainment channels; in print across leading publications including
business and travel magazines; on Out of Home mediums in the primary
markets of Delhi and Mumbai and on the digital platform. The campaign
has been planned to run in two phases, from August – October 2012
and January – March 2013 in the lead up to the festival and holiday
seasons respectively.
The
new creative was developed by DDB Group Sydney. The soundtrack for
the ad, ‘It’s like Love’, is co-written and performed by
Australian singer-songwriter, Dewayne Everettsmith, and American
viola player, Jasmine Beams. It was the result of a unique musical
collaboration last year between the two musicians, who wrote the
composition as part of Tourism Australia’s multi-award winning
Making Tracks campaign.
More
details of the campaign creative are available at
www.tourism.australia.com/TNLA
India
is currently Australia’s 10th most valuable inbound tourism market,
with 148,000 visitors spending A$ 867 million in 2011. There were
15,400 visitors from India during May 2012, bringing the total for
the five months to May to 68,300, an increase of 5.2 per cent
relative to the same period previous year.
