New Bri­tish in­va­sion?

Travel Daily - - Front Page -

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.

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