Andrew McEvoy |
The updated creative promotion campaign, which includes a new broadcast ad,
will be shown first in Shanghai in early June.
Tourism Australia Managing Director Andrew McEvoy said:
"The real test and true success of any campaign is how it performs with
consumers in key international markets. The new campaign creative will be first
shown in China but roll out to 25 countries in 17 languages and continue the
globally successful There's nothing like Australia pitch.As part of the tourism industry's push to double
overnight visitor expenditure to up to A$140 billion by 2020, Tourism Australia
is focused on marketing Australia's unique tourism attributes where the
greatest tourism growth opportunities exist. China is a big part of that growth
and is the logical place to launch the new creative."
542,000 Chinese visited Australia during 2011, representing
almost 20 per cent growth compared to 2010 and the number is expected to exceed
600,000 visitors in 2012.
Not only are the Chinese visiting in record numbers, they
are also spending at record levels. Current overnight expenditure from China is
up 15 per cent, to A$3.8 billion per annum. Tourism Australia believes the
China market has the potential to grow to over A$9 billion by 2020.
There's nothing like Australia |
The response to Tourism Australia's There's nothing like
Australia campaign so far in China has been better than anywhere else overseas,
with over 90 per cent seeing it confirming they had started researching a
future trip to Australia.
"Coming off such a solid platform, we are confident
that the evolution of the campaign with new creative, using rich digital
applications and modern, relevant images of Australia, will continue to hit the
mark in China and encourage strong visitation and spending, including from fast
developing key secondary cities," Mr McEvoy said.
Tourism Australia's decision to use China to launch the
campaign is supported by recently published research revealing that the biggest
opportunities for Australian tourism to tap into the country's increasingly
affluent and travel hungry middle classes may lie in its vast and numerous
secondary cities.
The study - carried out by research consultancy GfK Blue
Moon - represents the first time Tourism Australia has been able to gain
comprehensive insights into the travel behaviour and preferences of consumers
living in China's tier two cities such as Chengdu, Tianjin, Chongqing and
Wuhan.
There's nothing like Australia |
Mr McEvoy stressed that launching in China did not mean that
Australians would miss out on the new campaign."We will of course undertake significant domestic
campaign activity and Australians will get to see the new broadcast ad on TV,
in the cinema and online and in new media platforms at the same time we do the
big reveal in Shanghai," Mr McEvoy said.
The new phase of Tourism Australia's There's nothing like
Australia campaign will build on an already successful and established platform
and take it a step further by specifically focusing on quality, highlighting
the very best attractions, experiences and product that Australian tourism has
to offer.
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