New British invasion?
TOURISM Australia has invested $15 million to lure more British tourists to Australia, linking up with popular Aussie expatriates Kylie Minogue and Adam Hills to launch a new campaign activation in the UK (TD breaking news).
The pair jointly perform a jingle called Matesong during a threeminute television commercial, and is designed to bolster the dwindling inbound market following a period of economic uncertainty brought on by Brexit and a recent general election.
“It’s no secret that the UK has been going through a period of uncertainty, and this has had an impact on outbound travel, including to Australia where numbers have dipped in recent months,” said Australia’s Minister for Trade, Tourism and Investment Simon Birmingham.
“It is crucial that we continue to drive growth from this market, both first-timer travellers but also repeat visitors whose familiarity means that they are more likely to want to travel further...this campaign is about reminding Brits that Australia is a diverse and welcoming destination that still offers all the things that they love about our country,” he added.
The Australian Export Tourism Council (ATEC) has also welcomed the latest campaign, hailing the timing of marketing push in particular as a “masterstroke”.
“This campaign will remind Brits they can retreat from the cold of the English winter and the turmoil of political uncertainty to our ‘sun drenched’ destination,” ATEC MD Peter Shelley said.
Watch the video HERE.