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Australia launches tourism campaign to attract affluent travellers

The promotional campaign works in partnership with Qantas and includes a 30 second television advert in addition to online, mobile and print campaigns. The promotional campaign will be extended in the UK through tour operators and airlines between the UK and Australia.

“When we first launched There's nothing like Australia in May 2010, it was built to last and designed to be flexible,” said Rodney Harrex, regional general manager of Tourism Australia UK and Northern Europe. “Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences.”

Australia has always been a firm favorite amongst backpackers and gap year students, but the country is now trying to attract a different kind of traveller. “We want to inspire our primary target audience in the UK – an affluent long-haul traveller aged 50-69 – to make this the year they travel to Australia,” add Mr Harrex.

Running until October 28 is the second phase of Tourism Australia, There’s nothing like Australia campaign, which first launched in 2010. This arm of the campaign features key attractions to the county including Sydney harbour, Bungle Bungles in The Kimberley, the Great Barrier Reef, Ayers Rock, and the Hayman Islands.

“This new campaign creative clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” MrHarrex added. Qantas UK regional general manager Eric Jelinek said: “The creative will drive intention and booking of Australia with Qantas. We want to maintain Qantas‘s position as the airline of choice from the UK to fly to and around Australia.” Those heading down under might wish to consider taking travel insurance, to protect themselves financially while they’re away.

Date Created: 14 September 2012

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