Tourism Australia embarks on an integrated marketing campaign

Tourism Australia has commenced a fresh phase of its marketing initiatives across the television, digital and print platforms. At the helm of the campaign is a television commercial (TVC) featuring a glorious montage of stunning locales, scenic coastline and incredible tourism experiences Down Under. The TVC showcases the pristine Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and much more with its enchanting visuals highlighting the beauty and natural landscape of Australia. The commercial will be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi General Entertainment channels. Tourism Australia will also capitalise on the upcoming India – Australia cricket test series through various media initiatives. In addition to television, high impact advertisements will be featured in the print space in collaboration with key distribution partners, including SOTC, Mercury Travels, TUI, Flightshop, D Pauls, Kulin Kumar Holidays, among others. Another major focus of the tactical, offer-driven campaign will be on digital, consisting of regular display ads and content, with aspirational destination imagery and creative renditions, all inviting travel enthusiasts to book a holiday to Australia at unbeatable prices. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia said, “Our latest campaign showcasing Australia’s aquatic and coastal scenery has truly captured the attention of the Indian traveller, and reaffirmed our research indications that international visitors enjoy our aquatic or coastal environments in some way – from snorkeling to simply going to the beach. In our upcoming marketing activities, we will leverage uniquely Australian experiences to entice more travellers to choose Australia as their next holiday destination.”