Oval’s roof stars in tourism campaign
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.