AUSTRALIA’S aquatic and coastal assets will be the focus of Tourism Australia’s latest iteration of its There’s Nothing Like Australia campaign.
The subject for the yet-to-be-named campaign was the product of extensive research commissioned by the NTO and conducted by BDA Marketing Planning in 11 of Australia’s key inbound markets including China, India, Singapore, Indonesia, Malaysia, Japan and South Korea.
The research found that 46 per cent of the respondents said Australian beaches were the country’s most appealing attraction ahead of Australian wildlife and the Great Barrier Reef, while 47 per cent said the nation’s aquatic wildlife was the most appealing experience ahead of wildlife (non-aquatic) and beach, coastal and harbour experiences.
However, studies also showed that according to Google, online searches for Australian beaches and the Great Barrier Reef were down 10 per cent.
Speaking at a media conference during last week’s Australian Tourism Exchange (ATE), Tourism Australia’s managing director John O’Sullivan said the campaign would play to the country’s natural strengths and competitive advantage.
“Behind the rational drivers of safety and security and value of money, and almost level with food and wine is natural beauty and attractiveness as a destination – our beaches, wildlife and the Great Barrier Reef.”
The campaign is expected to commence in early 2016 and will be launched with the airing of David Attenborough’s three-part documentary The Great Reef in 130 countries, which is said to take viewers on a journey through the past, present and future of the Great Barrier Reef.
The successful Restaurant Australia campaign will continue to run in conjunction with the aquatic and coastal push.
