Wotif MD wants better tourism marketing of Australia
Reports over the weeknd say that Graeme Wood, Managing Director and founder of online accommodation website wotif.com has spoken out, telling Australian tourism authorities to dream up more effective strategies to lure international visitors.
Wood said that the $180 million earmarked for Tourism Australia’s “So where the bloody hell are you?” campaign could have been better used.
He said, “Let’s say they’re doing things the way they have always done it.” “”People know what Australia is like, you don’t have to (have) pictures of bloody kangaroos, wallabies and cute birds on beaches”.
“So the question is, is it time to try something different, because I don’t see a lot of evidence that money is being spent effectively.”
Mr Wood said ideas such as offering potential overseas visitors the first night in Australia for free would be more cost-effective adding, “It would make an immediate impact”.
The campaign launched earlier this year, features Australian attractions such as beaches, the Great Barrier Reef, the outback, Sydney Harbour and Uluru and ends with bikini-clad model Lara Bingle saying “we’ve saved you a spot on the beach” before posing the question “so where the bloody hell are you?”
Since its launch the campaign has been rolled out in all of Australia’s key markets, including Britain where it ruffled the feathers of censors. It is focused upon the group of global consumers known as Experience Seekers, who travel more widely, spend more, see more and stay longer.
Tourism Australia managing director Scott Morrison said that since the campaign started there had been a 30 per cent increase in visits to australia.com around the world and when visits to the sowherethebloodyhellareyou.com website were included, there has been a 71 per cent increase in visitation, adding, “All of this activity is generating a real buzz again about Australia as a destination and building additional momentum around the campaign”.
So, let’s wait to see who is right, Mr Wood or Mr Morrison!
Report by The Mole
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