The success of Australia’s new promotional campaign, launched Monday at the Australian Tourism Exchange in Adelaide, Australia, will depend heavily on travel agents, according to Andrew McEvoy, managing director of Tourism Australia. Two days after the launch at the Australia Tourism Exchange in Adelaide, McEvoy told Travel Pulse that the new website that is the centerpiece of the campaign is designed to work closely with travel agents.
Australia’s new campaign uses a combination of digital, print and broadcast media to emphasize what is unique about the country. The central component is a new website (www.nothinglikeaustralia.com), which features an online interactive map of Australia, incorporating 30,000 pop-up images and stories submitted by Australians in answer to the query, “What is different about Australia?”
Though it’s still way too early to measure the success of the campaign, McEvoy said early results are encouraging. “We’re getting a big reaction to the new campaign,” he said. “It’s starting to get into the U.S. media, certainly in the social media and all that. We’re seeing the hits really starting to rise and a lot of them are coming from the US, China and the UK.
That’s the world we’re living in. Reporters come, start reporting, people pick up on it and they talk about it, and that’s a big plus because word of mouth is always the biggest recommender of travel. We always advertise, but digitally environmental ads spread word of mouth better than ever before and it will be a far more positive reaction.”
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