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.
Nishant Kashikar, Country Manager – India, Tourism Australia said, “The first phase of the campaign was well received by consumers. Through the campaign, we will also be leveraging the findings from the recent Consumer Demand Project (CDP) research that gives an insight into consumers’ likes and preferences during their travel to Australia. Our campaign initiatives, in addition with activities like the association with television show MasterChef Australia; a robust PR program and our trade related activities have helped create positive conversations on Australia in our target markets. It is encouraging to see leisure arrivals on an ascent and India featuring amongst the top ten inbound arrivals markets for Australia.”
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.
