To influence Indian travellers to make Australia their destination of choice for the upcoming summer holidays, Tourism Australia has launched an intensive integrated advertising campaign in India. Using the successful and established platform of ‘There’s Nothing like Australia’, the campaign will employ high-affinity, media channels to showcase some of the world’s best attractions and experiences available in Australia.
Using a mix of print, television, out-of-home and online media vehicles, the campaign will be live until March 2014. On the print platform, in addition to the high impact advertisements, advertorial features on themes such as self-drive, romance, family and adventure will be utilised for in-depth description of leisure experiences.
A major focus of the campaign will also be on digital and out of home mediums. In the digital space, large format ads will showcase aspirational destination imagery along with innovative creative renditions on popular web platforms like youtube, yahoo, etc. to seek attention of the online audience. Australia also enjoys a popular presence on social media networks, especially Facebook, which has over 300,000 Indian fans on the Australia fan page. Out-of-home advertising spaces including multiplexes, airports and malls will be creatively utilised giving potential travelers ideas and inspiration for an Australian holiday.
Nishant Kashikar, Country Manager – India& Gulf, Tourism Australia said, “The campaign is designed to sustain interest in Australia and provide a further impetus to the growing visitor arrivals from India. We have dominated select high impact media channels with our brand presence to highlight unique and iconic Australian experiences. The mix of traditional and innovative ideas including exciting content integration initiatives and PR is expected to help brand Australia retain high recall as the next holiday destination among potential travellers.”
Going beyond the realms of traditional advertising, interesting in-film and in-serial placements have been undertaken to leverage the extreme popularity and reach of Hindi cinema and television drama serials. A sturdy PR program leveraging advocacy through high impact editorial opportunities across print and electronic media channels will further enhance the awareness of destination Australia.
In addition to the brand campaign, Tourism Australia has collaborative campaigns with key aviation partners Singapore Airlines and Malaysia Airlines offering consumers attractive tactical deals to encourage early bookings for Australian holidays.
