In order to make Australia the most favoured outbound destination in India, Tourism Australia is set to launch its media campaign with key distribution partners Kesari Tours, Vacations Exotica, MakeMyTrip.com, Yatra.com and TUI. The campaign offers lucrative offers to woo Indians.
With the campaign featuring travel packages starting at Rs 119,000, a high proportion of Indian travellers are expected to be Australia bound for the year-end holiday season.
Nishant Kashikar, Country Manager – India & Gulf, Tourism Australia said, “Our objective through the brand campaign, supported by great value packages from distribution partners, is to make Australia the next holiday destination for Indian travellers. The focussed strategy of taking tactical driven offers to consumers targets at putting us in a position of strength to achieve our 2020 plan. We began the year at a milestone and look forward to accomplish the next during the upcoming holiday season”
The first half of 2015 witnessed a 24 per cent growth in Indian visitor arrivals into Australia signifying the strong position the destination has elevated to in the coveted space of the Indian outbound travel industry.
The high affinity media campaign is being executed in the primary markets of Mumbai, Delhi and Bangalore through the successful and established platform of ‘There’s Nothing like Australia’, showcasing a diverse range of the world’s best tourism experiences in Australia. An optimal selection of print, television and online media platforms have been employed to deliver the campaign.
The print medium will utilise top consumer mainline publications; the television commercials will be across a mix of English entertainment, travel and lifestyle, news and select Hindi General Entertainment Channels (GEC’s) while digital execution will be on a mix of reach and social media portals. Going beyond the realms of traditional advertising, content integration opportunities are being explored to bring alive the destination and increase its aspirational value. A PR program using the power of advocacy through high impact editorial opportunities across print and electronic media channels will be implemented to enhance the destination appeal.
Australia has witnessed a significant increase in visitor arrivals from India which is currently its 8th largest inbound tourism market. For the year ended June 2015, 220,000 Indian travellers visited Australia which is an increase of 19 per cent for the same period the previous year. For the six months to June, Australia received 122,900 visitors from India, a 24 per cent increase relative to the same period of the previous year.
