ETW Staff – Mumbai
In response to the growing demand from the India market, and to attract travel into Australia during the upcoming summer season, Tourism Australia has unveiled its latest advertising campaign in collaboration with key distribution partners. The integrated advertising campaign will retain the brand theme ‘There’s Nothing like Australia.’
The campaign, in partnership with Cox & Kings, Mercury Travels, Kesari, MakeMyTrip, Yatra, TUI, Vacations Exotica, Kulin Kumar Holidays and SOTC, will put the spotlight on some of the attractions and Australian experiences.
Advertisements will be featured in leading dailies. The television commercials will be aired across 25 English entertainment, infotainment, lifestyle, sports, news, as well as select Hindi general entertainment channels. A major focus of the campaign will be on digital, consisting of display ads and content seeding, with destination imagery and creative renditions.
Nishant Kashikar, country manager, India and Gulf, Tourism Australia, said, “Our promotion is a longstanding, flexible campaign that was designed to stay relevant to consumers in today’s competitive global tourism environment. 2015 has been an eventful year for us, with significant milestones such as crossing the 200,000 arrivals landmark, AU$ one billion spend, and improving our ranking to be the eighth largest inbound market for Australia. In order to keep this momentum going, and to tap into the upcoming summer holiday season, we have launched the next phase of our advertising campaign with packages and fares to Australia.”
“The Tourism Forecasting Committee (TFC) is predicting 245,000 visitors from India for 2015-16, a 12 per cent increase over 2014-15. We are optimistic that India will play a key role in meeting our 2020 tourism potential, with spend by Indians touching AU$ 1.9 billion, and arrivals reaching 300,000. The innovative communication, marketing and trade initiatives will further maximise existing opportunities available in the growing Indian outbound travel market,” he added.
India has moved up from its position as the 11th largest inbound market for Australia in 2014, to being the eighth largest in 2015. There were 187,000 visitors from India in the first 10 months of 2015, bringing the total for the year ended October 2015 to 2,27,000; an increase of 18 per cent relative to the same period last year.
For the year ended September 2015, Indian visitors contributed AU$ 1.1 billion to the Australian economy; an increase of 34 per cent over the previous year.