TA brings transformation to Hong Kong

Hong Kong - Tourism Australia, which spent US$40million globally to roll out its marketing campaign themed "Transformation", is making its debut in Hong Kong today aimed at the "experienced seekers".

The campaign is made to address the difficult times that tourism faces globally caused by the stock market turbulence and high fuel surcharges.

Total outbound passenger numbers for September have dropped six percent and four percent relative to the same period in the previous year.

The objective of the campaign is to ensure Australia reaches its forecast growth rate of 3.2 percent in international arrivals in 2009.

Tourism Australia has partnered with film-maker Baz Luhrmann and his team to create an Eastern version of the TV spot shot in Shanghai that will be broadcast on TVB Pearl, Cable TV and in cinemas.

The marketing campaign in Hong Kong will include the launch of Luhrmann's epic film Australia during Christmas, trade alignment working with agents to provide romance themed packages and online.

The movie Australia tells the story of Nicole Kidman's character, Lady Sarah Ashley, who has lost her sense of self but who finds adventure, romance and her true self when she comes to Australia.

Johnny Nee, Tourism Australia regional general manager for North Asia said they knew that the film would create a wave of publicity that would put the country in the spotlight around the globe.

"And we found that the film's story had a remarkable resonance for what we do marketing the country as a travel destination."

The TV spot features contemporary people who are stressed and disconnected from their loved ones and their true selves and who find their centre and their release in Australia.

Brian Boote, regional marketing and insights manager for Tourism Australia North Asia said the transformation theme in the campaign is about promoting Australia not as a "fly and flop destination" but "an experience that will change you".

Carat handled media buying and planning for this campaign. DDB will develop a more long term campaigns for Tourism Australia in mid to late 2009.