$12 MILLION MARKETING BOOST FOR TOURISM OPERATORS

Tourism Australia this week announced a new $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their experiences and attractions.

The National Experience Content Initiative will provide a suite of new visual imagery for up to 1,800 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers.

Tourism Australia Managing Director Phillipa Harrison said this was the largest and most significant content initiative that Tourism Australia had ever embarked on.

“Visual imagery is one of the most important factors for inspiring consumers at the critical stages of researching, planning, or booking travel online.

“The COVID crisis has dealt a heavy blow to our industry, with many tourism businesses that would normally invest heavily in marketing having had to significantly reduce their marketing budgets for the foreseeable future.

“We have set out to capture high quality imagery and footage that showcases the best tourism experiences on offer from every corner of Australia, and to really bring these to life for consumer and trade audiences,” Ms Harrison said.

The National Experience Content Initiative is scheduled to run until June 2022 and is being delivered in consultation with State, Territory and regional tourism organisations.

Between 10 and 50 products and experiences will be featured from each of the approximately 57 regions to be included in the program, based on comprehensive eligibility criteria.

The program will seek to engage locally based professional photographers and content creators from each of the regions, with each featured tourism operator to receive at least 100 to 200 images as well as video footage to use across their social media channels, websites and brochures and to share with the world. Content developed will also be published on the Tourism Australia image and video gallery which is accessible by the general public, media and trade free of charge.

To access more than 25,000 images of NSW destinations, experiences and events in both city and regional locations, as well as high-definition footage and editorial copy, go to the Destination NSW Content Library.

For more information on the National Experience Content Initiative visit the Tourism Australia website.

Website: www.theholidayandtravelmagazine.blogspot.com.au

Destination NSW
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