Annual Report 2010-2011 - Tourism Australia

Domestic Marketing
The Domestic Marketing team’s objective in
2010/11 was to raise the awareness, knowledge
and desire of Australians to travel within
Australia and increase the value of domestic
tourism. This was done by building the emotional
appeal of an Australian holiday under the There’s
Nothing Like Australia campaign, and by helping
unlock Australia’s 135 million days of stockpiled
annual leave through the continued national
rollout of the No Leave No Life program.
Highlights and results
There’s Nothing Like Australia
• Established a content partnership with News Limited
to develop the newspaper supplement 52 Short Breaks:
An insider’s guide of where to stay, what to see, where to
eat and drink for every week of the year. Over 1.2 million
copies were distributed nationally in newspapers on
Sunday 10 October 2010, with website integration
throughout October 2010.
• Developed additional print initiatives to leverage the
arrival of Oprah Winfrey in Australia. The Ultimate Aussie
Holiday Sale, a six-week domestic campaign, began in
mid-January to inspire Australians to share the Oprah’s
Ultimate Australian Adventure experience through
digital, radio and Network Ten television promotions. The
campaign helped encourage 1.4 million unique visits to
nothinglikeaustralia.com and australia.com by Australians.
• Worked in partnership with Tourism Queensland on the
$10 million Australian and Queensland Government
flood recovery campaign, Nothing Beats Queensland. A
multi-channel campaign spearheaded by six 15-second
television commercials was created to capture the
essence of Queensland holiday experiences and
challenge perceptions that the whole of Queensland
had been damaged by floods and cyclones, when in fact
Queensland was ‘open for business’.
• Ran a Finding Queensland promotion over two weeks
to encourage participation in online marketing and
achieved over 36,000 entries.
No Leave No Life
• Aired the second No Leave No Life television series on
Channel 7 from 4 December 2010 to 16 January 2011
and averaged over 912,000 viewers per week across
metro and regional areas. The series was repeated
on 7Two in May 2011, and aired to over 700,000
additional viewers.
• Further strengthened relationships with state and
regional tourism organisations and lead airline partner
Virgin Australia, which reported over 30,000 referrals
from noleavenolife.com to its website.
• Published two special-offer magazines, which were a core
component of the campaign’s success, with over
1.5 million copies distributed through various newspapers
during November 2010 and February 2011, and digital
catalogue developments online in March 2011.
• Received more than 5,000 entries in 12 days
during a public casting for the third series of No
Leave No Life. Nominations were sought for
‘hard-working Australians’ to be a part of the show
and response rates exceeded those for many other
well-known programs.
A highlight was working in partnership with
Tourism Queensland on the $10 million
Australian and Queensland Government
flood recovery campaign Nothing Beats
Queensland.
36 Consumer Marketing Division