World Video | Defence | Foreign Affairs | Natural Events | Trade | NZ in World News | NZ National News Video | NZ Regional News | Search


Global Campaign Hits the Mark in Every Country

Global Campaign Hits the Mark in Every Country

New Zealand will be the first international market where the new ‘Uniquely Australian Invitation’ campaign will be released, Tourism Australia Managing Director, Scott Morrison said today.

“Tourism Australia has invested $6.2 million during the past 18 months to profile the target audience for this campaign. We constructed our message and tested it on them in our top seven markets where our target audience, the ‘Experience Seeker’, gave it a green light – it cuts through, they get it and it delivers a uniquely Australian invitation,” Mr Morrison said.

“Many people will have an opinion on how we should promote our country and so they should. But the opinions we have relied on are of those we are trying to reach in our key overseas markets, who we have tested and researched.

“These ‘Experience Seekers’ are in every country and they have a common set of values, motivations and attitudes to life and travel that we are tapping in to.

“They travel to experience the differences and they want to immerse themselves in a distinctive, rich and authentic experience. They are educated and committed travellers but they are difficult to communicate to because they are media savvy and are high users of digital media,” Mr Morrison said.

Mr Morrison added ‘Experience Seekers’ are high yielding travellers, who typically come from households that have higher than average household income and are tertiary educated.

“‘Experience Seekers’ spend twice as much as the average tourist to Australia and get beyond the major gateways three times as much. These are the people we have tested the campaign on," said Mr Morrison.

“This campaign draws on the high level of goodwill towards Australia and Australians. These ‘Experience Seekers’ are already intrigued by the Australian character, including our sense of humour.

“To reach them we have to cut through the communications clutter and get our message heard over our competitors. For example, there are some 180 other destinations currently marketing in the UK.

“This is not a cultural essay but a carefully crafted and well researched campaign designed to encourage international travellers to get Australia off their wish list and into their travel itinerary.

“While there are standard features of all executions in the campaign, there are subtle variations for each market, through the use of colloquial language translations and the inclusion of different sets of experiences based on this research.

“The campaign has been developed with this need in mind and has employed a modular format by creating a palette of experiences that can be used in each market as required and according to our research. This ensures that the campaign is globally consistent and locally relevant," Mr Morrison said.

The campaign has been tested in 54 focus groups consisting of the ‘Experience Seeker’ target audience. These focus groups were held in Australia’s top seven markets including the United States, United Kingdom, Germany, Japan, South Korea, China and New Zealand. These markets account for 67 per cent of Australia’s tourism market by value.

“This exciting new campaign provides a compelling and uniquely Australian invitation to the world that celebrates our personality, our lifestyle and our place,” Mr Morrison said. “It has been carefully designed to cut through the clutter and motivate international tourists to stop putting it off and visit Australia now.”

© Scoop Media

World Headlines


At The UN: Paris Climate Agreement Moves Closer To Entry Into Force

The Paris Agreement on climate change moved closer toward entering into force in 2016 as 31 more countries joined the agreement today at a special event hosted by United Nations Secretary-General Ban Ki-moon. More>>



Gordon Campbell: On The End Game In Spain (And Other World News)

The coverage of international news seems almost entirely dependent on a random selection of whatever some overseas news agency happens to be carrying overnight... Here are a few interesting international stories that have largely flown beneath the radar this past week. More>>

Amnesty/Human Rights Watch: Appalling Abuse, Neglect Of Refugees On Nauru

Refugees and asylum seekers on Nauru, most of whom have been held there for three years, routinely face neglect by health workers and other service providers who have been hired by the Australian government, as well as frequent unpunished assaults by local Nauruans. More>>


Other Australian Detention

Gordon Campbell: On The Censorship Havoc In South Africa’s State Broadcaster

Demands have included an order to staff that there should be no further negative news about the country’s President Jacob Zuma, and SABC camera operators responsible for choosing camera angles that have allegedly made the President ‘look shorter’ were to be retrained... More>>


Gordon Campbell: On A Bad Week For Malcolm Turnbull, And The Queen

Malcolm Turnbull’s immediate goal – mere survival – is still within his grasp... In every other respect though, this election has been a total disaster for the Liberals. More>>


Gordon Campbell: On Bidding Bye Bye To Boris

Boris Johnson’s exit from the contest for Conservative Party leadership supports the conspiracy theory that he never really expected the “Leave” option to win the referendum – and he has no intention now of picking up the poisoned chalice that managing the outcome will entail... More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news