TA’s $10m Asia campaign

TOURISM Australia is targetting high value travellers in India, Malaysia, Singapore and Indonesia for the first time in a coordinated promotion showcasing “unusual, unfamiliar and unexpected” attractions and experiences ( TD breaking news).

The campaign was launched in Indonesia on Sat by newly appointed Minister for Trade, Tourism & Investment, Simon Birmingham, who said the region’s proximity, emerging middle class, improving aviation capacity and increasingly competitive air fares presented enormous tourism opportunities.

The UnDiscover Australia campaign will particularly seek to dispel myths around time and distance by highlighting the short and affordable flight time to Perth, making Australia an appealing weekend destination.

Tourism Australia md John O’Sullivan said “Fashionability plays a big part in destination choice, particularly amongst travellers in Asia.

“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 well-known icons,” O’Sullivan said.

The campaign will initially run for four months, with potential to be extended to additional markets in the future.

In 2017 travellers from the region accounted for more than 1.3 million international arrivals into Australia.