TOURISM AUS­TRALIA UP­DATE

Port Douglas & Mossman Gazette - - NEWS -

On Aus­tralia day TA launched its new $40mil­lion global mar­ket­ing cam­paign, which high­lights the coun­tries world-class aquatic and coastal ex­pe­ri­ences. The launch, held in New York with Chris Hemsworth and Julie Bishop, pre­sented a new 3 min video, David At­ten­bor­ough’s doc­u­men­tary on the GBR, vir­tual re­al­ity and so­cial me­dia con­tent in­clud­ing 360deg films and user gen­er­ated im­ages. There are 6 key find­ings from con­sumer re­search that drives TA’s aquatic and coastal cam­paign. Two of which in­clude the fol­low­ing: Aus­tralia is the high­est rat­ing desti­na­tion when it comes to ‘world class beauty and nat­u­ral en­vi­ron­ments’, ahead of Hawaii, New Zealand, Canada and Switzer­land; The most im­por­tant types of ‘world class beauty and nat­u­ral en­vi­ron­ments’ are Aquatic – specif­i­cally ‘trop­i­cal is­lands and beaches’. The cam­paign will run con­cur­rently with Restau­rant Aus­tralia, which is in its se­cond year of pro­mo­tion. The Aquatic and Coastal cam­paign has a heavy fo­cus on dig­i­tal as­sets and so­cial me­dia; In­dus­try are en­cour­aged to get in­volved by shar­ing their con­tent di­rectly with TA. In­dus­try can sub­mit aquatic and coastal videos and pho­tos to be fea­tured through Tourism Aus­tralia’s so­cial me­dia chan­nels or send new aquatic and coastal story ideas to Tourism Aus­tralia. You can do this by post­ing di­rectly on TA’s Face­book page or us­ing the cor­rect tag­ging and #tags. @aus­tralia and #seeaus­tralia

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