Oval’s roof stars in tourism cam­paign

Sunday Mail - - NEWS - BRAD CROUCH

ADE­LAIDE Oval’s roof climb and shark cage div­ing at Port Lin­coln both fea­ture promi­nently in a $10 mil­lion Tourism Aus­tralia cam­paign tar­get­ing high-value trav­ellers in In­dia, Sin­ga­pore, Malaysia and In­done­sia.

The “UnDis­cover Aus­tralia” cam­paign is the first time the re­gion has been tar­geted as part of a sin­gle, co-or­di­nated tourism pro­mo­tion, chal­leng­ing per­cep­tions and stereo­types of Aus­tralia.

Tourism Aus­tralia man­ag­ing di­rec­tor John O’Sul­li­van said the cam­paign in­tended to show there was much more to Aus­tralia than just our most high-pro­file lo­ca­tions.

“Yes, you can watch a game of cricket at the mag­nif­i­cent Ade­laide Oval but are peo­ple aware that they can also do an amaz­ing rooftop climb of­fer­ing 360-de­gree views of the city?” Mr O’Sul­li­van said.

“It’s sur­prise and de­light ex­pe­ri­ences such as these that we will be seek­ing to high­light through this cam­paign.

“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 well­known icons.”

The roof-climb pro­mo­tion is aimed at cricket-mad In­di­ans, while shark cage div­ing fea­tur­ing a huge great white shark eye­balling a caged diver aims to show In­done­sians that Aus­tralia is about much more than “cute, furry an­i­mals”.

The four-month project 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 other part­ners.

Tourism Min­is­ter, SA Se­na­tor Si­mon Birm­ing­ham, noted the re­gion’s prox­im­ity, huge emerg­ing mid­dle class, im­prov­ing avi­a­tion ca­pac­ity and in­creas­ingly com­pet­i­tive air­fares pre­sented enor­mous op­por­tu­ni­ties for Aus­tralian tourism. “With trav­ellers from In­dia, Sin­ga­pore, Malaysia and In­done­sia ac­count­ing for more than 1.3 mil­lion in­ter­na­tional ar­rivals each year and in­ject­ing more than $5 bil­lion into the Aus­tralian econ­omy, there is fur­ther po­ten­tial to ex­pand the re­gion’s tourism po­ten­tial,” Se­na­tor Birm­ing­ham said.

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