Tourism Australia begins an integrated marketing campaign


Leveraging their recent successful campaign showcasing the country’s aquatic and coastal experiences, Tourism Australia has begun 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) which features a montage of stunning locales, scenic coastline and incredible tourism experiences down under.

The TVC showcases the Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and much more with the visuals highlighting the beauty and natural landscape of Australia. The commercial is all set to be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi general entertainment channels.

In addition to television, high impact advertisements will be also 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 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.

Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia, 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 the year ended (YE) December 2016, Australia welcomed 259,900 Indian visitors, recording a growth of 11% over 2015, making India the ninth largest inbound market for Australia. For YE September 2016, Indian visitors contributed over A$ 1.15 billion to the Australian economy which was an increase of seven percent over the previous year. Indians spent over 14 million visitor nights in Australia for YE September 2016, an increase of seven percent over the same period the previous year.