The Best of Australia Tourism

‘There’s Nothing Like Australia’ marketing campaign evolves to focus on the country’s best experiences By: Mindy Poder
Australia’s new campaign highlights the country’s best experiences. // © 2012 Tourism Australia
Australia’s new campaign highlights the country’s best experiences. // © 2012 Tourism Australia

The Details

Tourism Australia
www.australia.com

Tourism Australia has launched the next phase of its consumer marketing campaign “There’s Nothing like Australia,” which provides examples of the country’s best sights and experiences.

These outstanding attractions and moments are shown through vivid imagery and detailed in itineraries and destination guides organized by theme and area. The new materials provide travel agents a platform to begin the conversation and sell beyond the destination’s icons.

“Through Tourism Australia and our partner’s marketing campaigns in print, television and online, the consumer will see what’s the best of Australia, but it’s up to our industry, and especially travel agents, to deliver these experiences,” said Daryl Hudson, vice president of the Americas for Tourism Australia.

According to Tourism Australia, the destination’s ideal client — the affluent international traveler — likes to feel like his own travel agent, though a third of this market uses a travel agent.

“These travelers enjoy doing their own research, learning about vacation options from others and they love to give advice,” said Hudson.

Because many clients booking Australia already know about the destination, it’s especially important that agents become experts. To date, nearly 2,000 agents have completed specialist training through the Aussie Specialist Program, which provides access to the campaign assets, such as an impressive tablet application travel agents can use with clients, as well as the latest news and tips on how to better sell Australia.

“Knowing Australia’s best experiences and how they fit together will give travel agents a competitive edge in selling Australia,” said Hudson.

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