Australia to Launch New Ad Campaign

Tourism Australia will unveil its new global ad campaign January 25th, Travel Market Report has learned.

The current campaign is titled “There’s Nothing Like Australia” with the objective of “highlighting some of the very best attractions and experiences Australian tourism has to offer.” When the campaign was launched, the tourist board said it was “designed to be long-lasting and flexible. The campaign evolves to stay relevant for target consumers in a highly competitive and fast-changing global tourism environment.”

The current campaign has a “focus on Australia’s strengths in food and wine, as well as placing a renewed focus on our world-class aquatic and coastal experiences – both major decision-making factors in Australia’s key international tourism markets.”

In December TourisTourism Australia launched a major partnership with Time Inc. Affluent Media Group in the United States to drive bookings among affluent travelers, premium American Express card members, and leading premium travel professionals.

“Magical Australia” ads ran in January in Travel + Leisure and Food & Wine publications, while Departures will feature “Luxury Lives in Australia” exclusively to American Express Platinum Card and Centurion members.

Ten itineraries are featured in each publication, with a dedicated American Express toll-free number for booking through to December 2016.  Itineraries will also be supported with travel trade education and promotion to AMEX agents. Advertising launched this month and runs until the end of May.

A Travel Luxury Conference will also be developed with Travel + Leisure’s Travel Advisory Board and Departures’ Luxury Travel Council, along with Tourism Australia executives and Australian state tourism boards. The conference will be held alongside the Australia Tourism Summit in February 2016.

The United States is Australia’s fourth-largest inbound tourism market, with a record 590,000 American visitor arrivals in the past 12 months.