2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
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Italy<br />
The ATC resumed its presence in Italy after an absence of almost one year and embarked on a<br />
new marketing and promotion strategy to rebuild interest from this market.<br />
A slow-down in bookings to <strong>Australia</strong> was experienced from March through June <strong>2003</strong> in response<br />
to world events, however appeared to be recovering again towards the end of the financial year.<br />
<strong>Australia</strong> received a total of 42,500 visitors from Italy during the year, a decrease of 11 per cent<br />
on the previous year.<br />
There was encouraging growth of new specialised wholesale and retail operators, broadening<br />
the distribution network for <strong>Australia</strong>.<br />
Highlights and activities<br />
• A recovery campaign was implemented<br />
to stimulate the Italian market including<br />
half page newspaper ads in the major<br />
papers and an online campaign which<br />
received record user sessions on<br />
australia.com. Over 20 campaigns were<br />
undertaken in the market throughout<br />
the year with key industry partners.<br />
• In partnership with Qantas, a<br />
motivational 16-page colour flyer was<br />
printed and inserted in 1.5 million<br />
copies of Italy’s two leading daily<br />
newspapers, Il Corriere della Sera and<br />
La Republica in July <strong>2002</strong>.This<br />
generated an estimated 1,200 bookings.<br />
• <strong>Australia</strong>n model Megan Gale was<br />
recruited to represent the ATC in Italy<br />
as <strong>Australia</strong>’s <strong>Tourism</strong> Ambassador,<br />
providing a unique opportunity to<br />
boost the profile of <strong>Australia</strong> in<br />
the market.<br />
• A successful partnership with<br />
Austrade helped to consolidate a<br />
major integrated campaign between<br />
the ATC, Western <strong>Australia</strong>n Tourist<br />
Commission, Emirates Airlines and<br />
seven wholesalers, aimed at attracting<br />
Italians to <strong>Australia</strong> during the<br />
European winter.<br />
• A total of AUD$48.7 million in editorial<br />
publicity on <strong>Australia</strong> was generated in<br />
Italy.This included coverage in monthly<br />
travel magazine, Gente Viaggi, and Io<br />
Donna, Italy’s leading national<br />
newspaper as well as a radio<br />
promotion on Radio Monte Carlo.<br />
• Training for 1,600 individual travel<br />
agents was conducted through the<br />
Aussie Specialist Program, growing the<br />
ATC database of retail agents to 2800.<br />
• Membership to the online travel<br />
club in Italy increased from 1500 to<br />
4000 members.<br />
<strong>Australia</strong>n model, Megan Gale, was recruited as<br />
<strong>Australia</strong>’s <strong>Tourism</strong> Ambassador to Italy<br />
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