Tourism Australia begins shoot for $40m aquatic and coastal marketing campaign
Tourism Australia has started filming at some of Australia’s most iconic coastal areas with the material set to form the central pillar of its next major marketing crusade.
Production crews will visit 12 coastal and aquatic sites across Australia as the tourism agency looks to combat the competitive threat posed by rival destinations vying for the tourism dollar.
Tourism leaders admit Australia has lost ground to rivals in recent years, with research finding Google searches for Australian beaches and the Great Barrier Reef have tumbled 10 per cent.
Very encouraging to see Australia valuing its natural heritage. Australia is blessed with some of the most beautiful landscapes and sea scares in the world. These sites are also major economic assets that need to be protected for generations to come.
You know, it’s funny – for the last few years, it’s seemed like Tourism Australia has almost been ashamed of our “beach culture”, what with the “Restaurant Campaign” and pieces being about experiences rather than sightseeing. I seem to remember both of those being accompanied by releases saying something along the lines of “While everyone knows about our beaches, we wanted to show we’re so much more…”
Seems it verged a bit into the neglect territory…
It is excellent to promote our inconic locations to the world as Australia is a one of the most beautiful countries in the world.
Hmm the Restaurant Campaign from Tourism Australia was only launched in May 2014.
http://www.tourism.australia.c.....aunch.aspx
Yet just a few weeks back, Tourism Australia are quoting figures saying the campaign has already met its 2 year target (using figures from Dec 2013 six months prior to the start of the campaign if I am reading this correctly)
http://www.tourism.australia.c.....17458.aspx
If the campaign has been so successful why abandon it now and go back to the cliched beaches and coastal type campaign which they said they were trying to move away from and promote Australia as a sophisticated tourism destination with a diverse range of experiences.
Come on fly on the wall, spill the beans