Been there, done that - Travelweek

ives in town. At a recent trade event
in downtown Toronto, the organization
and its state tourism partners
launched the latest phase of ‘There’s
nothing like Australia’, a global marketing
campaign designed to highlight
the ‘best of’ the country.
First launched in 2010, the multiplatform
campaign includes a new
broadcast ad, inflight channels with
airline partners and print executions,
but it’s in digital and social media
platforms that much of the next phase
has been focused on. For iPad and
Android users, a recently launched
interactive and free tablet app reads
like a coffee table book, while a new
Trip Planner tool on TripAdvisor,
the first of its kind by the travel site,
allows travellers to research and plan
a comprehensive itinerary. There’s also
a dedicated YouTube branded channel
that airs high quality vignettes of
the destination, as well as a mobile
version of Tourism Australia’s website.
Australia.com, recently redesigned
a few months ago, attracts 500,000
Canadians per year.
“We’re still faced with market
challenges, mainly time and distance
to Australia,” said Lisa Wooldridge,
director of marketing for the Americas,
Tourism Australia. “But we really
believe this campaign will deliver
our message directly to consumers.
We know we can’t win on price, but
we can win on value. Australia offers
experiences no one else in the world
can offer.”
Wooldridge also noted how the
organization is focused on increasing
14 Travelweek July 12, 2012
its share of long-haul travellers.
Currently, those figures are sitting flat
but activity has picked up in the last
few months.
“Whenever we do receive Canadian
visitors, we find that they’re dispersing
more and seeing more of the country.
That’s why the Canadian market is so
important to us,” Wooldridge added.
Looking ahead, Tourism Australia
has set a goal to double tourism
revenue by 2020. In doing so, the
organization has refined its target
audience, focusing on affluent, longhaul
travellers with an average age of
45 and who spent $5,000 on their last
trip. According to Wooldridge, key
Canadian markets include Toronto,
Vancouver, Edmonton, Calgary and
Montreal – 37% of total Canadian
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Tourism Australia and its state tourism partners arrive in Toronto to launch the next phase of
a global marketing campaign. From left to right: Maureen Haley, Tourism Tasmania; Kristen
Malaby, marketing communications manager, Americas, Tourism Australia, Lisa Wooldridge,
director of marketing for the Americas, Tourism Australia; Kylie Robertson, public relations,
North America, Tourism Northern Territory; Lisa Cohen, communications manager, South Australia
Tourism Commission; Kylie Smith, marketing coordinator, Tourism Queensland.
visitors live in Ontario.
For more information about the
campaign visit tourism.australia.com/
TNLA. For more on travel to Australia,
visit australia.com.
415 million tourists
expected worldwide
in the May-August
peak season
MADRID — International tourist
arrivals worldwide grew by 5% in
the first four months of 2012, despite
remaining economic uncertainties in
some of the major outbound markets.
According to the latest UNWTO
World Tourism Barometer, prospects
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Call your Tour Operator or 1-800-545-8283 • sandals.com
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