AUSTRALIA
Land of Oz spreads appeal
With the Aussie dollar that bit less punishing and a ‘mob’ of free internal fl ights appearing on the market, now is the time to sell those ‘dreamtime’ packages Down Under, says Jo Austin
marketing campaigns of all time. Following on the back of Tourism
A
Queensland’s ‘Best Job in the World’ campaign, in 2009, Tourism Australia’s (TA) latest Aus$4 million ‘Best Jobs in the World’ initiative attracted 339,000 applicants from around the world. Promoting Australia’s working holiday visas was at the heart of the campaign as it is the youth market that contributes more than a quarter of all Australia’s international arrivals. Commented TA’s Managing Director, Andrew McEvoy: “These are visitors who tend to stay longer, disperse widely and often come back again with their families later in their lives.” A survey for TA found 72% of the applicants for the best jobs are planning to apply for a working holiday visa.
ustralia is back in the limelight thanks to sport, Simon Reeves and the revival of one of the best
But ‘kids’ don’t have it all their own
way. The ‘older’ market is also reaping the benefi ts of a host of good offers coming through from operators and airlines and TA is targeting the lucrative over-50s market in a big way. The choice of air connections has never
been better and the recent fi ve-year tie-up between Qantas and Emirates brings a one- stop service out of seven regional airports in the UK and Ireland. Etihad and Virgin Australia have signed a three-year agreement with Tourism Australia offering daily fl ights from London and Manchester to Sydney, Melbourne and Brisbane plus two free domestic fl ights with Virgin Australia. Malaysia Airlines is also offering free internal fl ights on selected fares and routes to Australia. Visitors do still need to dig deep for their holiday in Oz but the rewards are great and the experiences on offer help compensate for the expense.
Said McEvoy at the Australian Tourism
Exchange (ATE) in Sydney earlier this year: “Brits are savvy and the best travellers in the world. They enjoy the outside life we can offer in Australia and love our food and wine. There has been an osmosis in Australia and we are shaking off that old Aussie image to offer a very high-quality product. While we are a high-cost destination we also want to be perceived as high value.” While New South Wales continues to attract over half the total number of international visitors Down Under – Sydney is running a year-round campaign ‘You’ll love every second’ – there is a host of new high-end products for those wanting to get the best out of their trip. A programme that is raising the profi le of Australia through special interest tourism comes under the banner of ‘The Best of Australia’, which brings competitors
www.sellinglonghaul.com
July/August 2013 27
AUSTRALIA
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