Annual Report 2010-2011 - Tourism Australia
Annual Report 2010-2011 - Tourism Australia
Annual Report 2010-2011 - Tourism Australia
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No Leave No Life<br />
The No Leave No Life campaign was originally launched<br />
at the end of March 2009 and encouraged <strong>Australia</strong>n<br />
consumers to use their stockpiled annual leave for an<br />
<strong>Australia</strong>n holiday.<br />
At the time of the campaign’s launch, there were<br />
123 million days of stockpiled annual leave in the<br />
<strong>Australia</strong>n economy. This dropped to 116 million days in<br />
June <strong>2010</strong> but has risen again to 135 million days (Single<br />
Source Survey, Roy Morgan Research).<br />
To combat our annual leave stockpiling habits, No Leave<br />
No Life uses multiple media channels to communicate<br />
the personal and professional benefits of taking annual<br />
leave. One of the most successful channels has been the<br />
No Leave No Life television series. Season two of the series<br />
aired on Channel Seven from 4 December <strong>2010</strong> to<br />
16 January <strong>2011</strong> and averaged more than 912,000 viewers<br />
per week in metropolitan and regional areas. The series<br />
was repeated on 7Two in May <strong>2011</strong> and aired to more than<br />
700,000 additional viewers, with an extra 170,000 views of<br />
promotional and highlights videos generated<br />
through YouTube.<br />
Building strong partnerships<br />
No Leave No Life further strengthened relationships with a<br />
number of key partners, whose importance will grow even<br />
further as the domestic market focuses on contributing<br />
to 2020 <strong>Tourism</strong> Industry Potential targets. The campaign<br />
included six state and territory tourism organisations and<br />
77 industry partners.<br />
To support the second season of the No Leave No Life<br />
television show, <strong>Tourism</strong> <strong>Australia</strong> introduced an integrated<br />
media campaign from November <strong>2010</strong> to January <strong>2011</strong>,<br />
including outdoor, digital, social, search engine, magazine<br />
and press activity. A core component of the campaign’s<br />
success was formed through developing two special offer<br />
magazines and distributing 1.5 million copies through<br />
various newspapers during November <strong>2010</strong> and February<br />
<strong>2011</strong>. The magazines were supported with digital<br />
catalogues in March <strong>2011</strong> to develop partners’ offers online<br />
and reach new consumers.<br />
No Leave No Life, print and outdoor advertising.<br />
24 No Leave No Life
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