MUMBAI: Further leveraging their recent successful campaign showcasing Australia’s incredible aquatic and coastal experiences, Tourism Australia has commenced a fresh phase of its marketing initiatives across the television, digital and print platforms. At the helm of the campaign is a television commercial (TVC) featuring a glorious montage of stunning locales, scenic coastline and incredible tourism experiences Down Under.
The TVC showcases the pristine Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and much more with its enchanting visuals highlighting the beauty and natural landscape of Australia. The commercial will be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi General Entertainment channels. Tourism Australia will also capitalise on the upcoming India - Australia cricket test series through various media initiatives.
In addition to television, high impact advertisements will be featured in the print space in collaboration with key distribution partners, including SOTC, Mercury Travels, TUI, Flightshop, D Pauls, Kulin Kumar Holidays, among others. Another major focus of the tactical, offer-driven campaign will be on digital, consisting of regular display ads and content, with aspirational destination imagery and creative renditions, all inviting travel enthusiasts to book a holiday to Australia at unbeatable prices.
Tourism Australia country manager – India & Gulf Nishant Kashikar said, “Our latest campaign showcasing Australia’s aquatic and coastal scenery has truly captured the attention of the Indian traveller, and reaffirmed our research indications that international visitors enjoy our aquatic or coastal environments in some way – from snorkeling to simply going to the beach. In our upcoming marketing activities, we will leverage uniquely Australian experiences to entice more travellers to choose Australia as their next holiday destination.”
For year ended (YE) December 2016, Australia welcomed 259,900 Indian visitors, recording a growth of 11 per cent over the previous year, making India the 9th largest inbound market for Australia. For YE September 2016, Indian visitors contributed over A$ 1.15 billion to the Australian economy; an increase of seven per cent over the previous year. Indians spent over 14 million visitor nights in Australia for YE September 2016; an increase of seven per cent over the same period the previous year.
