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Tourism Australia Introduction
Who are we, what do we do?
Tourism Australia
Tourism Australia is the Australian Government agency responsible for marketing
Australia as a destinati...
Our legislative deliverables
• Increase potential traveler’s awareness of Australia as destination
• Increase potential do...
Safe
& Clean
Iconic
Attractions
Cultural
affinity
(welcoming
people)
Rated #1 for
Food & Wine
by American
Visitors
Unique
...
Tourism Australia, The Americas
Target Markets
US National + Key Markets
Los Angeles, San Francisco, New
York, Boston, Chicago, Atlanta, DC,
Dallas-Forth ...
USA The Affluent
International
Traveler - A45-69,
HHI $100k+,
traveled abroad
excluding Canada, Mexico, Caribbean
Source: ...
Canada : The Affluent International
Traveler – A35-69, HHI $100k+,
traveled abroad excluding U.S.A., Mexico, Caribbean
Sou...
Brazil : The Sophisticated,
Affluent Brazilian Family –
A25-54, A or B Class,
well-traveled
Source: PMB 2013 Fall 2-Year R...
Market
Challenges
US & Canada Overcome the
barriers of
time, distance
and cost
Highlight
Australia’s
value for money
propo...
Market
Challenges
Brazil
Overcome the
barriers of
time, distance
and cost
Highlight
Australia’s
value for money
propositio...
New 15/16
marketing pillars
Indigenous
Nature
Coastal
Aquatic
Food
&
Wine
Marketing Campaigns
• Global consumer marketing campaign
highlighting some of the very best attractions
and experiences Australian tourism has...
Read about our campaign tools for industry partners >>
Watch our videos >>
Restaurant Australia >
Ensure
consumers
take action
Evolve the current
perception of
Australia
as a food and
wine destination
Restaurant Australia
‘Best of Australia’ Programs
Partners
Partnership
Opportunities
Access to the affluent consumer /
long haul traveler
Opportunity to tell deeper story
about Aust...
Asat8/6/2014
pinterest.com/seeaustralia
4,922 followers
twitter.com/australia
150,000 followers
facebook.com/SeeAustralia
...
images.australia.com
Over 10,000 images available to promote Australia, register
and download instantly
video.australia.co...
To discuss partnership opportunities contact:
Robert Bibeault
Partner Campaign Manager, Americas
Tourism Australia
T: +1 3...
Tourism Australia, The Americas
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Tourism Australia, The Americas

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Tourism Australia, The Americas

  1. 1. Tourism Australia Introduction
  2. 2. Who are we, what do we do?
  3. 3. Tourism Australia Tourism Australia is the Australian Government agency responsible for marketing Australia as a destination for business and leisure travel. Tourism Australia has a strong reputation for developing innovative marketing campaigns, ad has built one of the world’s most admired and desirable destination brands. Our role is to grown demand and foster a competitive and sustainable Australian tourism industry, through partnership marketing to targeted global consumers in key markets.
  4. 4. Our legislative deliverables • Increase potential traveler’s awareness of Australia as destination • Increase potential domestic traveler’s awareness of Australia as a place to travel • Increase both international and domestic potential traveler’s knowledge of Australia • Increase both international and domestic potential traveler’s desire to travel to and throughout Australia • Conduct research into, and analysis of, international and domestic travel • Communicate effectively with the Australia tourism industry on matters that may affect it • Increase awareness about the contribution of tourism to Australia’s economy, society and environment throughout Australia • Report on trends in international and domestic travel
  5. 5. Safe & Clean Iconic Attractions Cultural affinity (welcoming people) Rated #1 for Food & Wine by American Visitors Unique Australian Experiences (Nature, Coastal and Aquatic) Why Australia? WHY AUSTRALIA? Rated #1 for food & wine by American visitors Iconic Attractions Safe + Clean Unique Australian Experiences (nature, coastal, aquatic) Cultural Affinity (welcoming people)
  6. 6. Tourism Australia, The Americas
  7. 7. Target Markets US National + Key Markets Los Angeles, San Francisco, New York, Boston, Chicago, Atlanta, DC, Dallas-Forth Worth, Houston, Philadelphia Canada National + Key Markets Toronto, Montreal, Vancouver, Calgary South America Brazil
  8. 8. USA The Affluent International Traveler - A45-69, HHI $100k+, traveled abroad excluding Canada, Mexico, Caribbean Source: Simmons Spring 2014 NCS Two Year Combined Adult St Total Population: 233,376,000 Target Audience: 7,050,000 (3.02%)
  9. 9. Canada : The Affluent International Traveler – A35-69, HHI $100k+, traveled abroad excluding U.S.A., Mexico, Caribbean Source: PMB 2013 Fall 2-Year Readership and Product Database (Online) Total Population: 30,142,000 Target Audience: 1,241,000 (4.12%)
  10. 10. Brazil : The Sophisticated, Affluent Brazilian Family – A25-54, A or B Class, well-traveled Source: PMB 2013 Fall 2-Year Readership and Product Database (Online) Total Population: 203,793,000 Target Audience: 602,000 (0.3%)
  11. 11. Market Challenges US & Canada Overcome the barriers of time, distance and cost Highlight Australia’s value for money proposition Inspire affluent North American international travelers
  12. 12. Market Challenges Brazil Overcome the barriers of time, distance and cost Highlight Australia’s value for money proposition Inspire affluent Brazillian international travelers
  13. 13. New 15/16 marketing pillars Indigenous Nature Coastal Aquatic Food & Wine
  14. 14. Marketing Campaigns
  15. 15. • Global consumer marketing campaign highlighting some of the very best attractions and experiences Australian tourism has to offer. • Designed to be long lasting and flexible. Used by 180 Tourism Australia partners including airlines, State and Territory Tourism Organizations, travel distributors and the Australian industry. A global campaign - There’s nothing like Australia
  16. 16. Read about our campaign tools for industry partners >>
  17. 17. Watch our videos >> Restaurant Australia >
  18. 18. Ensure consumers take action Evolve the current perception of Australia as a food and wine destination Restaurant Australia
  19. 19. ‘Best of Australia’ Programs
  20. 20. Partners
  21. 21. Partnership Opportunities Access to the affluent consumer / long haul traveler Opportunity to tell deeper story about Australia Increase Australia’s share of voice in channels where destination decisions are considered / made
  22. 22. Asat8/6/2014 pinterest.com/seeaustralia 4,922 followers twitter.com/australia 150,000 followers facebook.com/SeeAustralia 5,957,257 likes instagram.com/australia 778,640 followers australia.com Unique visitors – US: 2,191,143 | Canada: 434,496 What TA can offer …
  23. 23. images.australia.com Over 10,000 images available to promote Australia, register and download instantly video.australia.com Tourism Australia’s Video Gallery...helping you promote Australia, for free!
  24. 24. To discuss partnership opportunities contact: Robert Bibeault Partner Campaign Manager, Americas Tourism Australia T: +1 310 695 3218 | M : +1 310 710 1785 | E: rbibeault@tourism.australia.com Office: 2029 Century Park East, Suite 3150, Los Angeles, CA 90067

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