Maureen Haley, Tourism Tasmania; Kristen Malaby & Lisa Wooldridge, Tourism Australia; Kylie Robertson, Tourism Northern Territory; Lisa Cohen, South Australia Tourism; Kylie Smith, Tourism Queensland
Kary Osmond, Host of CBC's Best Recipes Ever, talks about a recent Aussie trip & the cuisine she encountered
G Adventures' Jeff Russill, V.P. Innovation, & Lisa Warner, Senior Marketing Manager
Chatting after lunch
Australia is a destination featured on many people’s bucket list – but so far down under, some of us may never check it off. Concerns that it’s too far and it takes too long to get there keep people from fulfilling their dream.
Kristen Malaby, Marketing Communications Manager of Tourism Australia, refers to these excuses as “rational obstacles.” So with the launch of the 2nd phase of Tourism Australia’s “There’s Nothing Like Australia” campaign (phase 1 was introduced 2 years ago), Australians hope to overcome these perceptions by tapping into Canadians’ emotions.
According to Lisa Wooldridge, Director of Marketing for Tourism Australia, the beautiful photography in their newly launched television commercial – just one element of the campaign – has been quite successful in eliciting positive responses and driving home the message that there really is nothing like Australia. Set to an originally composed soundtrack, the short film features inspiring images of attractions and landmarks from each of Australia’s states.
To celebrate the launch of the 2nd phase of “There’s Nothing Like Australia,” a group of Down Under reps hosted a luncheon for 50 Canadian members of the trade, including tour operators, agents and airline partners at YTO’s Brassai Restaurant. Guests learned that the campaign focuses on the “best of” the destination, highlighting tourists’ favourite attractions and introducing new itineraries. Along with the TV commercial, a free tablet and smartphone app is now available.
Tourism Australia hopes to double the destination’s tourism revenue by 2020. With phase 2 of the “There’s Nothing Like Australia” campaign rolling out across several markets, the team is confident that they will reach their goal.
