Tourism
Australia, India has launched an integrated promotional campaign,
There's Nothing like Australia in the lead-up to the Indian summer
travel season.
The
campaign is aimed at promoting Australia as a must-see destination
with some of the world’s best tourism experiences.
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.
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.
