Tourism Australia seeking consistent message
SYDNEY – Advertising agency DDB is set to launch its first major global brand push for Tourism Australia next year, with the tourism body adamant the campaign will run for at least a decade.
Andrew McEvoy, managing director-elect of Tourism Australia, said the constantly changing direction of its ad campaigns was hampering the country’s efforts to attract visitors and that a campaign of “consistency and longevity†needed to be developed to sell the destination locally and internationally, he told B&T’s sister publication Travel Today.
McEvoy, who will officially start as managing director in January, said work has already started on a new campaign that is timed to launch in the first half of 2010.
While details of the campaign are being kept under wraps, McEvoy said it is important to stick to a campaign idea and develop it, rather than keep changing it.
Tourism Victoria’s long-standing Jigsaw campaign, which was launched in 1993 by Mojo Partners, and New Zealand’s 100% Pure campaign were examples to aspire to, he said, and added marketers tend to tire of a campaign just as consumers start to understand and react to them.
A consistent message that is integrated across multiple channels was also said to be vital.
Tourism Australia has launched a number of expensive campaigns in the past, including Baz Luhrmann’s filmic “Come Walkabout†and M&C Saatchi’s controversial “Where the bloody hell are you?†campaign in 2006.
Ian Jarrett
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Airlines suspend Madagascar services following unrest and army revolt
Airbnb eyes a loyalty program but details remain under wraps
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season
Major rail disruptions around and in Berlin until early 2026