Tuesday, March 26, 2013

Tourism Australia Gets Tactical Product Support from Down Under Endeavours

Tourism Australia is leveraging its strength in trade marketing partnerships as it moves forward on its “There’s nothing like Australia” (TNLA) campaign.
Together with Artisan Traveler and Down Under Endeavours, Tourism Australia is providing new packages as a tactical component of the TNLA campaign. Since before the 2000 Sydney Olympics, Tourism Australia (then the Australian Tourism Commission) has been extremely successful at working across the aisle with private industry partners.
“Tourism Australia is focused on branding,” says Shannon Bradley, Down Under Endeavors’ marketing and sales champion, “they create the excitement and we try to convert the excitement. It’s an excellent partnership.”
American arrivals to Australia grew steadily in 2012, with a more than 4 percent increase even as U.S. visitor expenditure grew 12 percent. The TNLA campaign is being pushed across broadcast, print, digital and social channels. In January, Tourism Australia unveiled a four month campaign push with Qantas to build momentum. That partnership and the subsequent packages being developed by tour operators are being promoted by the Travel Channel’s new Trip Flip program.
The program features Bert Kreisher, a professional travel expert, who convinces two random people to spontaneously agree to a three-day surprise vacation. The packages feature eight separate modular options that can be attached to the foundation segment of Sydney and the Great Barrier Reef. The eight modules come from around the country.
The Great Barrier Reef and Sydney package from Down Under Endeavors features economy flights on Qantas; four nights in a penthouse at the Port Douglas Sea Temple Spa & Resort; a Great Barrier Reef cruise to snorkel or dive; a 4 WD safari with an Aboriginal guide; four nights at the Shangri-La Hotel; a half day city and beaches tour, or bicycle with a local guide; a full day Blue Mountains tour with a picnic lunch; and private car transfers between airport and hotel.
By James Ruggia
March 25, 2013 5:32 PM
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