2002 - 2003 Annual Report - Tourism Australia

United Kingdom
Overview
The UK demonstrated strong resilience in the wake of various market difficulties and achieved a small
growth in arrivals over the year.Australia received a total of 644,200 visitors from the United Kingdom
during the year, an increase of three per cent compared to the previous year.
Key brand messages about Australia were reinforced through a successful integrated television, print and
online campaign, which formed the basis for consolidated activity in association with State and Territory
Tourism Organisations and industry partners.
The marketing environment in the UK remains highly competitive, particularly in the wake of recent
events as other competitor destinations aim to recapture market share as the market rebounds.
Highlights and activities
• For the first time in four years, the ATC
advertised on television in the UK.
The advertisements, developed in
conjunction with Singapore Airlines,
promoted a special airfare and ran for
four weeks from January to February
2003, and from May to July with airline
partner Qantas, directing people to
tour operators and the australia.com
website.The campaign also included
an integrated print component in
conjunction with tour operators and
STOs. Over 30 tactical campaigns were
conducted with various key partners
throughout the year.
• A range of activities were undertaken
to leverage exposure from the Rugby
World Cup 2003, including a major
supplement in the Sunday Times in
association with key partners and an
advertising campaign in the sports
sections of major newspapers.
• A new interactive tool, Ozplanner,
was launched to help first-time
travellers to Australia to plan their
holiday. Over 67,000 consumers
used the service between
January-June 2003.
• The ATC, in conjunction with STOs
and Qantas, participated in the Student
Travel Australia ‘Get Down Under’
campaign that targeted the
youth/student traveller.The activity
included subway advertising, washroom
advertising, print advertisements in a
mix of youth oriented media,
competitions, online activity and
in-store displays.
• The ATC and Tourism New South
Wales worked with Manaround, a gay
and lesbian specialist tour operator, to
develop a campaign leveraging the Gay
Games held in Australia in November
2002.The campaign aimed to increase
Australia’s profile as a gay and lesbian
destination and encourage pre and
post touring following the Games.
• The ATC received support from the
BBC Holiday program, with two new
programs visiting four different regions in
Australia, along with a feature program
on wildlife. A key print highlight was a
double page spread in the Sunday Mail
focusing on the film Ned Kelly.
• Subscriptions to the consumer
e-newsletter Oz Escapes increased by
over 614 per cent to 49,265 from
8,019 the previous year.
Over 67,000 consumers used the
ozplanner service between
January-June 2003
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