Tourism Australia spending $40m on an aquatic and coastal marketing campaignOctober 6th, 2015 | | industry
The focus is on Australia’s coastal and aquatic areas, this will aim to re-establish the strength and appeal of Australia’s aquatic and coastal areas in the fiercely competitive tourism space.
Production crews will visit 12 coastal and aquatic sites across Australia as TA looks to combat the competitive threat posed by rival destinations vying for the tourism dollar. Tourism leaders admit Australia has lost ground to rivals in recent years, with research finding Google searches for Australian beaches and the Great Barrier Reef have tumbled 10%.
New CMO Lisa Ronson has said “We know that aquatic and coastal is an area where we have a great perception globally … But the searches were going backwards and we felt we needed to bring the product to the fore in terms of our marketing. It has formed part of campaigns before but we have never had it as the main focus. It has not had the prominence that the research and data showed it probably should have.”
Filming began at Katherine Gorge in the Northern Territory two weeks ago before moving to the Great Barrier Reef. Other locations on the nationwide tour include Kangaroo Island, Whitehaven Beach and Lake Burley Griffin (ACT), while swimming with dolphins and soaring over the 12 Apostles in a helicopter will also be showcased.
A multi-platform marketing campaign will launch in January with a $40m roll out across China, US, Japan, UK and New Zealand.
States and territories, who are responsible for domestic marketing, will be able to use material for Australia-based campaigns.The campaign will be supplemented by a three-part documentary fronted by David Attenborough that will air in December.
Of the 12 sites providing the marketing collateral for the coastal push, three are in Queensland and three in Western Australia, with one each in the remaining six states and territories. Ronson said Tourism Australia asked each state and territory to draw up their own list of aquatic and coastal scenes before it was whittled down to the final 12.
Ronson denied the selection process caused tension as tourism bodies fought for inclusion in the final list, stressing that all states and territories understood the need to promote a diverse product range. She added that Restaurant Australia will continue to form an integral part of Tourism Australia’s marketing mix.
The 12 sites to feature in the marketing campaign are: Great Barrier Reef, Gold Coast beach and Whitehaven (Queensland), Lake Burley Griffin (ACT), Sydney Harbour and surrounds (NSW), Katherine Gorge (NT), swimming with dolphins and swimming with sea lions (South Australia), Three Capes Track walking (Tasmania), 12 Apostles (Victoria) and Fremantle, Cottesloe and Rottnest Island (WA).
What will this $40m campaign do to support a struggling backpacker and youth tourism sector? Have your say
Sourced and edited by Chris Harrison