Tourism Australia answers some questions

In their on line newswire Tourism Australia has answered some questions the industry has been asking saying, “Over the last week we’ve heard and read some important questions you have about our new campaign and how it works.”

“Here are a couple of the more common questions, and our answers.”

Who is the campaign targeting?

The campaign is targeted at the market segment we call ‘Experience Seekers’.

Tourism Australia’s extensive research over many years identified this group of travellers who, regardless of their culture or background, are looking for experiences that Australia offers.

These are people who are generally well-travelled, who are looking for authenticity and adventure and who see travel as an essential part of who they are.

They are all motivated by that need to explore and learn.

Tourism Australia markets to these people, rather than the whole of any population, because our research indicates that these are the people most likely to choose Australia because our country offers what they want.

While the television and cinema ads feature couples, the print ads, and of course australia.com, show a broader range of Experience Seekers, including families, retirees and singles, enjoying the full range of what Australia has to offer.

It’s been suggested by some these ads will only appeal to ‘stressed-out city couples without kids’.  Are they too narrow in their focus?

Some people have adopted a very literal interpretation of the television and cinema ads.  

They endeavour to tell a story about the transformational experience that Australia offers all of our visitors.

The New York and Shanghai backdrops are emblematic of cities around the world and the busy, pressured and demanding lifestyles that many people lead.

Swimming in a waterhole and dining under a boab tree reflect the unique and memorable range of experiences available in Australia.

The feedback so far from within Australia and overseas has been that people who see the ads are making that connection and feeling the emotion they are intended to convey.

Does the global economic crisis make it hard for this campaign to work?

There is no doubt the economic crisis is affecting consumer confidence.

So the tourism industry will face tough times.

But that just makes it even more important to keep Australia’s profile high in the marketplace.

No matter what happens there will always be some people who will continue to travel – and it’s vital that Australia is top of their list.

And at this time, when there are dozens of rational reasons for people not to travel, it’s important we get back to basics and talk to our target consumers about ‘what’s in it for them’.

This campaign tackles head-on the pressures our target market is feeling today with an emotional appeal.

By dovetailing this campaign with Baz Luhrmann’s movie we are taking advantage of a massive publicity push which will put Australia front of mind around the world.

Whilst it takes a different creative approach, this campaign continues our long established strategy of incorporating a direct invitation to visit.

If you want to read more about the strategy behind the campaign, click here or go to www.tourism.australia.com.

A Report by The Mole