Tourism Australia's latest campaign to entice Indian travelers this summer

In response to the growing demand from the India market, and to entice travel into Australia during the upcoming summer season, Tourism Australia has unveiled its latest advertising campaign in collaboration with key distribution partners. The integrated advertising campaign will retain the brand theme ‘There’s Nothing like Australia’ to provide further impetus to the growing visitor arrivals from India.

The tactical campaign, in partnership with Cox & Kings, Mercury Travels, Kesari, MakeMyTrip, Yatra, TUI, Vacations Exotica, Kulin Kumar Holidays and SOTC, will put the spotlight on some of the very best attractions and uniquely Australian experiences using a mix of print, television and online media vehicles.

On the print platform, high impact advertisements will be featured in leading dailies. The television commercials will be aired across 25 English entertainment, infotainment, lifestyle, sports, news, as well as select Hindi General Entertainment Channels (GEC’s). A major focus of the campaign will be on digital, consisting of regular display ads and content seeding, with aspirational destination imagery and creative renditions.

Mr. Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia, said, “Our promotion ‘There’s nothing like Australia’ is a longstanding, flexible campaign that was designed to stay relevant to consumers in today’s highly competitive global tourism environment. The year 2015 has been an eventful year for us, with significant milestones such as crossing the 200,000 arrivals landmark, A$ 1 billion spend, and improving our ranking to be the 8th largest inbound market for Australia. In order to keep this momentum going, and to tap into the upcoming summer holiday season, we have launched the next phase of our advertising campaign with attractive packages and fares to Australia.

The Tourism Forecasting Committee (TFC) is predicting 245,000 visitors from India for 2015-16, a 12% increase over 2014-15. We are optimistic that India will play a key role in meeting our 2020 tourism potential, with spend by Indians touching A$ 1.9 billion, and arrivals reaching 300,000. The innovative communication, marketing and trade initiatives will further maximise existing opportunities available in the growing Indian outbound travel market. In collaboration with our key distribution and airline partners, we aim to inspire more Indian travel enthusiasts to plan their next holiday Down Under.” 

India has moved up from its position as the 11th largest inbound market for Australia in 2014, to being the 8th largest in 2015. There were 187,000 visitors from India in the first 10 months of 2015, bringing the total for the year ended October 2015 to 2,27,000; an increase of 18% relative to the same period last year.

For the year ended September 2015, Indian visitors contributed A$ 1.1 billion to the Australian economy; an increase of solid 34% over the previous year.

To get the best deals on your Australian holiday, visit www.australia.com/offers

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