Tourism Australia eyes Malay market
Published: Mar 10, 2010
MAS TOURISM CAMPAIGN TRAVELLER AIRLINE MARKETING
- Tourism Australia and MAS launch "Only in Oz Holidays"
- Targets first time travellers to Australia
- Tourism Australia focused on Malay segment
Malaysia – Tourism Australia has partnered with Malaysia Airlines (MAS) to launch "Only in Oz Holidays" campaign targeting first-time travellers to Australia.
The campaign will promote MAS special fares to Australia, as well as exclusive land packages and bonus offers which will include what both Tourism Australia and MAS are calling "Only in Oz Holiday" experiences.
"We believe our uniquely Aussie experiences, especially those to do with nature and adventure – areas that Australia has an edge in, will attract consumers and set us apart from other destinations," Maggie White, regional general manager for South / South East Asia and Gulf Countries of Tourism Australia, said.
In 2009, Australia saw 211,500 visitors from Malaysia - an increase of 24% from the previous year. Traditionally, Australia gets more Chinese travellers from Malaysia but its national tourism body is now focused on reaching the Malay segment.
To lure Malay travellers, Tourism Australia has launched a Malay language version of its consumer website (www.australia.com). In addition, a Muslim Traveller’s Guide to Australia will soon be available in both English and Malay languages through all Aussie Specialist travel agents.
The Muslim Traveller's Guide to Australia is being published by KasehDia Halal Guides.
MAS is expected to introduce two new weekly direct flights to Brisbane later this month as well as increasing its frequency to Perth.
MAS flies non-stop between five Australian major cities including Melbourne, Sydney, Perth, Adelaide, and Brisbane.
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