Tourism Australia, The Americas
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Tourism Australia Introduction
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Transcript of Tourism Australia, The Americas
Tourism Australia Introduction
Who are we, what do we do?
Tourism Australia
Tourism Australia is the Australian Government agency responsible for marketing
Australia as a destination for business and leisure travel. Tourism Australia has a
strong reputation for developing innovative marketing campaigns, ad has built one of
the world’s most admired and desirable destination brands. Our role is to grown
demand and foster a competitive and sustainable Australian tourism industry, through
partnership marketing to targeted global consumers in key markets.
Our legislative deliverables
• Increase potential traveler’s awareness of Australia as destination
• Increase potential domestic traveler’s awareness of Australia as a place to travel
• Increase both international and domestic potential traveler’s knowledge of Australia
• Increase both international and domestic potential traveler’s desire to travel to and throughout
Australia
• Conduct research into, and analysis of, international and domestic travel
• Communicate effectively with the Australia tourism industry on matters that may affect it
• Increase awareness about the contribution of tourism to Australia’s economy, society and
environment throughout Australia
• Report on trends in international and domestic travel
Safe
& Clean
Iconic
Attractions
Cultural
affinity
(welcoming
people)
Rated #1 for
Food & Wine
by American
Visitors
Unique
Australian
Experiences
(Nature, Coastal
and Aquatic)
Why Australia? WHY
AUSTRALIA?
Rated #1 for food & wine
by American visitors
Iconic Attractions
Safe + Clean
Unique Australian Experiences
(nature, coastal, aquatic)
Cultural Affinity
(welcoming people)
Tourism Australia, The Americas
Target Markets
US National + Key MarketsLos Angeles, San Francisco, New
York, Boston, Chicago, Atlanta, DC,
Dallas-Forth Worth, Houston,
Philadelphia
Canada National +
Key MarketsToronto, Montreal, Vancouver,
Calgary
South AmericaBrazil
USA The Affluent International Traveler - A45-69, HHI $100k+, traveled abroad excluding Canada, Mexico, Caribbean
Source: Simmons Spring 2014 NCS Two Year Combined Adult St
Total Population: 233,376,000Target Audience: 7,050,000 (3.02%)
Canada : The Affluent International Traveler – A35-69, HHI $100k+, traveled abroad excluding U.S.A., Mexico, Caribbean
Source: PMB 2013 Fall 2-Year Readership and Product Database (Online)
Total Population: 30,142,000Target Audience: 1,241,000 (4.12%)
Brazil : The Sophisticated, Affluent Brazilian Family –
A25-54, A or B Class, well-traveled
Source: PMB 2013 Fall 2-Year Readership and Product Database (Online)
Total Population: 203,793,000Target Audience: 602,000 (0.3%)
Market
Challenges
US & CanadaOvercome the
barriers of
time, distance
and cost
Highlight
Australia’s
value for money proposition
Inspire affluent
North American
international travelers
Market
Challenges
Brazil
Overcome the
barriers of
time, distance
and cost
Highlight
Australia’s
value for money proposition
Inspire affluent
Brazillian
international travelers
New 15/16
marketing pillars
IndigenousNature
CoastalAquatic
Food
&
Wine
Marketing Campaigns
• Global consumer marketing campaign highlighting some of the very best attractions and experiences Australian tourism has to offer.
• Designed to be long lasting and flexible. Used by 180 Tourism Australia partners including airlines, State and Territory Tourism Organizations, travel distributors and the Australian industry.
A global campaign -
There’s nothing like Australia
Read about our campaign tools for industry partners >>
Watch our videos >>
Restaurant Australia >
Ensure
consumers
take action
Evolve the current
perception of
Australia
as a food and
wine destination
Restaurant Australia
‘Best of Australia’ Programs
Partners
Partnership
Opportunities
Access to the affluent consumer / long haul traveler
Opportunity to tell deeper story about Australia
Increase Australia’s share of voice in channels where destination decisions are considered / made
As at 8/6/2014
pinterest.com/seeaustralia
4,922 followers
twitter.com/australia
150,000 followers
facebook.com/SeeAustralia
5,957,257 likes
instagram.com/australia
778,640 followers
australia.com
Unique visitors – US: 2,191,143 | Canada: 434,496
What TA can offer …
images.australia.comOver 10,000 images available to promote Australia, register
and download instantly
video.australia.comTourism Australia’s Video Gallery...helping you promote
Australia, for free!
To discuss partnership opportunities contact:
Robert BibeaultPartner Campaign Manager, Americas
Tourism Australia
T: +1 310 695 3218 | M : +1 310 710 1785 | E: [email protected]
Office: 2029 Century Park East, Suite 3150, Los Angeles, CA 90067
