Tourism Australia has rolled out a new AU$10 million campaign in South and South East Asia challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination. With travellers from India, Singapore, Malaysia and Indonesia accounting for more than 1.3 million international arrivals each year and injecting more than AU$5 billion into the Australian economy, there is further potential to expand the region’s tourism potential.
This is the first time the South and South East Asia region has been targeted as part of a single, coordinated tourism promotion. According to the press release, the region’s proximity, huge emerging middle class, improving aviation capacity and increasing competitive air fares present enormous tourism opportunities for Australian tourism. Launched in Indonesia, "UnDiscover Australia" is targeted at "high-value travellers" in Singapore, Malaysia, Indonesia and India by showcasing the country’s unusual, unfamiliar and unexpected attractions and experiences, beyond the recognisable icons.
The campaign is the latest chapter in Tourism Australia's evolving There's Nothing Like Australia campaign and is being backed by Australia’s state and territory tourism organisations, airlines and a range of other key distribution partners. Tourism Australia managing director, John O’Sullivan said the new campaign aimed to bust some of the popular myths about Australia held by travellers in the region.
“Fashionability plays a big part in destination choice, particularly amongst travellers in Asia. One of the challenges we constantly face is that people from this region feel they know everything about us. This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there’s much more to Australia than just our well-known icons," O’Sullivan said. UnDiscover Australia will initially run for four months with potential to be extended to additional markets in the future.
An airline marketplace, with multiple airlines and online travel agents, will be promoting the campaign and aims to convert the interest in Australia into bookings. The campaign, according to several media cites is created by UM Clemenger BBDO.
Meanwhile in Singapore, The Singapore Tourism Board (STB) launched the next phase for its “Passion Made Possible” global campaign. This time round, the campaign will be released in 16 markets worldwide including Australia. Through marketing campaigns, consumer events and industry partnerships. This will be done via STB’s regional offices in markets such as Malaysia, Indonesia, Hong Kong, Japan, Thailand, China, Taiwan, Philippines, Vietnam, Germany, United Kingdom, South Korea, USA, Australia, India and Russia.