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Tourism Australia steps up its marketing efforts in India

  • Published by Vedat

Tourism Australia, India has launched an integrated promotional campaign, There's Nothing like Australia in the lead-up to the Indian summer travel season.

The campaign is aimed at promoting Australia as a must-see destination with some of the world’s best tourism experiences.

In addition to the broadcast ad and print executions, the campaign will also feature a strong digital and out of home focus. The campaign execution will be focused in the major cities of Delhi and Mumbai and the affluent travellers within these cities, will be Tourism Australia's primary consumer marketing targets. The campaign will be seen on television across news, business, lifestyle, entertainment and infotainment channels; in print across leading mainline dailies, business and travel magazines; on Out of Home mediums in the primary markets of Delhi and Mumbai and on the digital platform.

Australia has a wealth of assets, natural and man-made, that differentiate it from other destinations around the world. There's Nothing like Australia global campaign shows these assets in a contemporary, sophisticated, energetic and inspiring way. The campaign features many unique and iconic Australian destinations & experiences such as Sydney Harbour, Sydney Opera House & Blue Mountains in New South Wales, the Great Ocean Road & Melbourne in Victoria, the Great Barrier Reef & Gold Coast in Queensland, Kangaroo Island in South Australia and the Ayers Rock (Uluru). The first phase of this campaign was carried out between August – October 2012.

India is currently Australia’s 10th largest inbound tourism market. There were 1, 59,420 visitors from India during 2012, an increase of 7.5 per cent relative to 2011.

By the year 2020, it is expected that Australia will receive approx. 300,000 Indian visitors. India is also the 11th largest source market in terms of expenditure and contributed A$ 715 million to Australia’s total expenditure, with average expenditure for Indian visitors being A$ 5,000.
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