State tourism partners and public relations representatives from New York were on hand to present all the news, starting with the new promotional ‘World’s Best’ film which, along with its soundtrack – It’s Like Love – received many “oohs and aahs” and wishes that we were there!
The soundtrack for the ad is co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams. It was the result of a unique musical collaboration last year between the two musicians, who wrote the composition as part of Tourism Australia’s multi-award winning Making Tracks campaign.
The more serious part of the event was hearing some interesting facts and figures. Tourism Australia plans to spend approximately A$180 million ($187.5 million) on its campaign over the next three years, with additional funding of around A$70 ($73) million from their industry partners to support their joint marketing activities.
Along with the beautiful film spot, gorgeous photography on the ads, a new interactive table app and hub on australia.com
and Australia’s three million Facebook fans, agents are sure to experience increased requests for trips ‘downunder’.
But it’s a big country, with big themes. Where to start? With a country the size of Australia, with its unique attractions, fine cities and stunning landscapes, many get overwhelmed and don’t know where to start planning.
The film and ad campaign will be a starting point. It features many unique Australian attractions, including the Bungle Bungles in The Kimberley, Sydney's harbour, Uluru, the Great Barrier Reef's Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island with, of course, its kangaroos. They are sure to be on most people’s wish list. But there’s so much more and there are many tools to help both the agent and the traveller create their dream trip.
To make trip planning fun and easy, Tourism Australia has created a suite of additional tools. including an interactive tablet app that delves further into the stories in the above-mentioned film in a unique, memorable way. The innovative new tablet application There’s nothing like Australia, is compatible with iPad and AndroidTM, and is presented in the form of a rich interactive coffee table book about Australia. The multimedia content presents 13 “best of Australia” destinations, providing information on world-class experiences, attractions and places to stay using striking imagery, full-screen integrated video and an itinerary planning tool.
The app takes explorers through many of the major sights, sounds and experiences of Australia.
• On the Great Ocean Road you’ll meet kangaroos on the golf course, hike near waterfalls and get personal with a koala.
• Tilt your iPad back and forth to fly a helicopter over the world-famous Twelve Apostles
• To learn about the world’s oldest culture, set out for Uluru on a voyage of self-discovery at the world’s largest monolith - an iconic symbol of the Australian outback. There travellers can experience tours with the traditional custodians of the land, the Anangu.
• For another look at the mysterious Outback, The Kimberley is nearly the size of California, but offers a variety of bush and coastal experiences.
• At El Questro Wilderness Park majestic waterfalls like Amaroo Falls wait to be discovered, while fly-and-fish experiences await in the extraordinary Bungle Bungles. And visitors can’t get enough of kangaroos!
• Visit Kangaroo Island which is known as a “zoo without fences”. Here you can pet a baby kangaroo, meet a seal on the beach, and luxuriate at one of the world’s finest resorts, Southern Ocean Lodge.
If your clients have a more focused approach to their travels, help is also at hand on the website, where itineraries for the BEST walks, hikes, lodges, wineries etc., make planning easy.
And don’t forget to suggest that, while they are downunder, they should also visit Tasmania where luxury, adventure, wilderness, fine food and wine, boutique accommodation and friendly folk, who are delighted when travellers ‘drop in’, await. The island is just an hour’s flight from Melbourne and two hours from Sydney. Learn more and be tempted at discovertasmania.com
Share all these experiences electronically with your clients and you’ll soon be booking them to see the real thing! You’ll see them coming! In 2011, Canada was Australia’s 13th largest inbound market with over 5,000 arrivals. The visitors were from major Canadian cities (30% from Ontario), well-educated, aged 45 or over, with average annual incomes of $104,000.