Marketing campaign of Tourism Australia to inspire domestic tourism

Friday, June 18, 2021

Last year in May 2020 when pandemic was in early phase, Tourism Australia introduced its $9m domestic tourism campaign. According to recent predictions from GlobalData destination marketing insights report, the marketing efforts will help put down the foundations for record domestic trip numbers by 2023.

The campaign aims on three principal elements – product, messaging and delivery, with its success encouraging the recovery of domestic tourism industry in Australia. By 2023, GlobalData projects domestic tourism trips to cover 125 million, eventually growing to approximately 133.4 million by 2025 – an overall 14% increase on pre-pandemic levels (116 million in 2019).

The video advertising on internet aimed on the vast landscape and experiences in Australia, providing a panoramic view of some of most iconic sights of the country. These shots, which are shown on the website of the tourist board and billboard advertising, made use of its main features, which are part of the image and branding of the destination.

In addition, a focus on experiential tourism was clear, with small clips and sketches targeting on gastronomy, adventure and wildlife tourism. With bit of humor, it paid tribute to Australian hospitality, a critical feature of the destination’s image.

With Tourism Australia aiming exclusively on domestic market, the message was simple, ‘holiday here this year.’ Also, in its video advertising, the word ‘big’ was frequently used, suggesting that travelers think Australia for their ‘big’ holiday in 2021. Simple messaging means it instantly creates a connection and understanding with the target audience. This advertising message with commercial air travel allegedly grounded until 2022 (depending on key government decision-makers), has a much wider target audience, making it more effective.

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