Launches a new bespoke campaign that challenges prevalent stereotypes about Australia
Tuesday 4th September 2018: Tourism Australia has launched
a new bespoke tourism promotion campaign in India and South East Asia. The latest chapter in Tourism Australia’s evolving There’s Nothing Like Australia campaign, UnDiscover Australia specifically targets high value travellers in India, Singapore, Indonesia and Malaysia.
The campaign challenges perceptions and stereotypes of what Australia offers as a tourism destination by showcasing unusual, unfamiliar and unexpected attractions and experiences. It is being backed by Australia’s state and territory tourism organisations, airlines, and a range of other key distribution partners.
India is currently Australia’s fastest growing market for arrivals and spend, achieving a fourth consecutive year of double-digit growth. Whilst there is high awareness, aspiration and intention to visit Australia, potential travellers perceive Australia to be one-dimensional in terms of tourism experiences. To sustain growth in arrivals and yield, and make Australia more desirable, the campaign seeks to entice Indian travellers by providing a more multidimensional understanding of Australia’s high-quality experiences, showcasing the journey of renowned Bollywood actor, and Friend of Australia, Parineeti Chopra. The campaign plays on some of the prevalent mis-conceptions about Australia highlighted by research carried out in the region, showing that there is much more to Australia than the typical stereotypes of beaches, cute and furry animals and popular icons.
Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia said, “This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there’s much more to an Australian holiday for Indiansin addition toexperiencing our well-known icons. Yes, you can watch a game of cricket at the magnificent Adelaide Oval, but are people aware that they can also do an amazing rooftop climb offering 360 views of the city? Or that there are plentiful immersive experiences amidst untouched natural landscapes in close proximity to our vibrant cities. It’s surprising experiences such as these that we will be seeking to highlight through this campaign,” he said.
The UnDiscover Australia campaign will be executed in two phases in India – September to November and January to April to coincide with the holiday planning periods for the peak travel season during the year-end and Indian summer respectively. The media exposure for the campaign will be across digital, including social, search, programmatic & display, and broadcast mediums across select genres. The campaign will also be amplified during the India’s cricket tour of Australia, and through various public relations and international media hosting programs, as part of which influencers and advocates will continue to UnDiscover Australia, thereby offering compelling reasons to consumers to plan their next holiday to the land down under. The campaign page can be viewed at Australia.com/undiscover.
Arrivals from India to Australia grew by 19.6 per cent for the year ended June 2018 with an influx of 335,100 visitors, compared to same period last year, making India the 8th largest inbound market for Australia.