Tourism Australia has unveiled its latest campaign showcasing Australia’s aquatic and coastal experiences in a new television commercial, which is a montage of locales, coastline and tourism experiences in Down Under, teamed with the voice of actor and Tourism Australia’s global tourism ambassador, Chris Hemsworth.
The TVC showcases the Great Barrier Reef, Kangaroo Island, Great Ocean Road, Sydney Harbour Bridge and more. The commercial will be rolled out across 30 television channels including English entertainment, infotainment, lifestyle, news and select Hindi general entertainment channels.
Apart from television, selections of print and online media platforms have been employed to deliver the campaign. A major focus the campaign will be on digital, consisting of regular display ads and content, with destination imagery and creative renditions.
Nishant Kashikar, country manager – India and Gulf, Tourism Australia, said, “Chris Hemsworth lending his voice to our global campaign has made it more inspiring for travellers to immerse themselves in an Australian holiday. As per our consumer research, every two out of three international visitors enjoy our aquatic or coastal environments in some way – from scuba diving to simply going to the beach. We have hence kept aquatic and coastal experiences as the focus for our new campaign. We are confident that the campaign, across broadcast, digital and print mediums, will further build awareness about the country and drive tourist arrivals into Australia during the upcoming holiday period and beyond.”
The media campaign will be executed in the primary markets of Mumbai, Delhi and Bengaluru, retaining the brand theme ‘There’s Nothing like Australia’ to provide further impetus to the growing visitor arrivals from India. The campaign will be live until December 2016.
For the month of August 2016, Australia recorded 19,800 Indian visitors, marking a growth of 17 per cent over August 2015. Total arrivals for the year ended August 2016 stood at 245,800, an increase of nine per cent over the previous year.
