2002 - 2003 Annual Report - Tourism Australia

Advertising
and Design
The Advertising & Design unit
manages the development and
application of Brand Australia
graphics in all ATC Online and
printed communications, signage,
merchandise, trade events and
promotional items. Additionally
the unit manages and supplies
a comprehensive library of still
images, film footage and videos
of Australia.
Highlights and activities
Layne Beachley is welcomed as a
Tourism Ambassador by the Minister
for Small Business and Tourism, the
Hon Joe Hockey, MP, at ATE 2003
• The creative services area designed
and created all artwork for the
Australian Tourism Exchange (ATE)
2003, working with Tourism Victoria
to create a consistent design
theme for the event.
• The ATC’s video and image library
capabilities were upgraded during
the year. A more comprehensive
facility that allows for in-house
editing and an image scanner that
allows images to be scanned at a
high resolution in-house has also
resulted in cost savings.
• Over the past 12 months the
image library has acquired
approximately 1,000 new images.
Tourism Ambassador
Program
The ATC has a long history of
working with Australian
celebrities in marketing activities
overseas to help build the
interest in people holidaying in
Australia, beginning with Paul
Hogan in the 1980s with the
famous ‘shrimp on the barbie’
campaign.The ATC last year
announced a new program to
work with well-known Aussies in
promoting Australia to the world.
Ian Thorpe, world champion
swimming star was the first to
be appointed, and his efforts
are focused on the important
Japanese market. In Italy, the ATC
this year appointed celebrity
model and actress Megan Gale
to promote Australia.
Layne Beachley, the World Surfing
Champion, was the third
Ambassador to be appointed
to help build Australia’s image
internationally amongst the youth
markets and to ensure the
country continues to enjoy a high
profile as a holiday destination.
Over the coming year, the
Ambassador program will be
expanded to include a wider
range of Australians who
represent the best of Brand
Australia and who can help us to
further promote the image of the
country as a tourism destination.
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