2002 - 2003 Annual Report - Tourism Australia

International Media
International Media is responsible
for the ATC’s Visiting Journalists
Program (VJP), a program
designed to attract targeted
media from around the world to
report on Australia’s many holiday
experiences and attractions.
The unit provides a variety
of resources to the ATC’s
worldwide public relations
network and manages
media.australia.com, the ATC’s
dedicated media website.
The unit also works with a
number of Australia’s top travel
and tourism writers to produce
feature stories and story ideas
about Australia to generate media
interest internationally.
Highlights and activities
• The ATC hosted 1,027 print
and broadcast journalists to
Australia throughout the year
through the Visiting Journalists
Program, generating editorial
coverage with a value in excess
of AUD$1.4 billion.
• A number of large international
television crews were assisted by
the ATC to gain tourism footage
of the destination.This included
supporting India’s most successful
television production house, Balaji
Telefilms, with the shooting of a
major story line in Sydney for its
two most successful TV programs.
• To maximise the media coverage
of Australia in the leadup and
during the Rugby World Cup
tournament, the International
Media unit hosted more than
20 international broadcasters at a
forum and produced a broadcast
showreel on Australia. Prior to
the tournament the ATC hosted
several media outlets, including
TVNZ.
• The international media program
at the Australian Tourism Exchange
(ATE) attracted 42 international
media which helped to boost the
coverage of Australia in trade
publications in 19 countries.
• A new Visiting Journalists Program
targeting business publications was
implemented.This program will
help to attract international
business by reporting on the
destination as an ideal place to
hold business events, such as
incentives and conferences.
• Activities to boost the promotion
of Australia as a host of the Gay
Games 2002 in the international
media were undertaken, including
representation at the event’s
media centre.
The ATC hosted India’s
number one TV drama series
Kyunki Saas Bhi Kabhi Bahu Thi
generating the equivalent of
$AUD40 million in publicity
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