Tourism Australia ads ‘challenge perceptions’
A £650,000 advertising campaign has been launched by Tourism Australia in co-operation with Singapore Airlines.
The month-long promotional push is designed to “challenge consumers perceptions of Australia” through print, radio, outdoor and online ads.
Each ad is illustrated with a lead-in return fare with SIA of £599 from London or Manchester to Australia. The call to action includes both the Singapore Airlines website, www.singaporeair.com, and Tourism Australia’s website, www.australia.com/flights.
Tourism Australia Europe marketing director Emma Bradley said: “The UK consumer feels like they know Australia as it is a destination we have a longstanding affinity with.
“However, although this campaign includes instantly recognisable images the executions highlight that there is so much more to discover during a holiday to Australia and many surprising aspects of the country still to uncover.”
SIA’s UK and Ireland sales and marketing manager Tony Lusk said: “This campaign reinforces the message that Singapore Airlines is Australia’s ‘most frequent visitor’. Over two million people flew to Australia with Singapore Airlines in 2005.
“This year we’re expecting record figures. The Commonwealth Games in Melbourne in March and the Ashes re-match starting in November in Brisbane will add to the list of reasons to visit Australia.”
Report by Phil Davies
Phil Davies
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