Tourism Australia Marketing Director Reveals Success of Holiday Here This Year Campaign
Tourism Australia’s national strategy is to get Australians to travel the way international tourists do, seeing more, doing more, traveling longer and spending more, according to the Regional Tourism Organization’s quarterly survey. Tourism Australia.
And its “Vacation Here This Year” campaign has so far done just that, according to Marketing Director Susan Coghill, who told Mumbrella she helped revive the national tourism industry after the peak. of the COVID-19 epidemic.
“We have achieved an incredible result with the ‘Holiday Here This Year’ campaign. We have had an extremely positive reaction to it. The PR we got from it was fantastic. Going back to the launch, we had 10 million in EAV (equivalent advertising value) nationally. For “our ‘Epic Holidays’ ad, we had over a million flight searches during launch week, which is a 20% increase over pre-campaign referrals.”
“According to research from System 1 Group, the campaign was performing incredibly well in terms of testing compared to other campaigns in the market at the time. Our “City Escapes” ad ranked # 1 (out of 80) of the campaigns. ‘Epic Holidays’ came out just as high on iThis is the first weekend after it went live it has placed in the top 3 (out of 80) for Australian thematic ads for creative effectiveness, ”Coghill said.
Coghill added that success was also in picking the right talent for the campaign, and ambassadors husband and wife Hamish and Zoe-Foster Blake were the perfect choice.
Campaign tests showed that 74% of respondents recognized the brand at the end of the campaign, with the highest point of brand recognition being with Hamish and Zoe within the first two to four seconds of the announcement.
“Hamish and Zoe, both as a couple and as a couple, have a really strong appeal across the board in Australia and that’s why we picked them for our national marketing, and when you look at these results, you can tell this campaign really resonated with Australians. “said Coghill.
In the first four weeks of the campaign, there were over a million searches for flights to key destinations, including a 19% increase from the pre-campaign baseline in the third week.
Andrew Hutchinson, National and New Zealand Managing Director of Tourism Australia, said: “Our main objective is to stimulate the recovery of tourism in market failing regions that previously depended on international tourists, where domestic tourism has not been. able to close the gap.
Destinations included the Australian capitals, Cairns, parts of tropical north Queensland, the Gold Coast and the Great Ocean Road (Victoria).
According to Tourism Australia’s Regional Tourism Organization quarterly survey, industry sentiment about the prospects for the domestic market has improved significantly since December 2020, with respondents being much more optimistic in the near term , according to Tourism Australia’s National Conversion Partners who promote travel with confidence and flexibility to ensure Australians feel comfortable and secure when booking domestic vacations, with an emphasis on the importance of flexible booking conditions in the event of changes in travel plans due to COVID-19 outbreaks and border closures.
“Our work of creating travel desire and demand continues to be more important than ever, and as part of that effort, we must restore confidence in our cities. The industry has worked so hard to provide safe and wonderful experiences for visitors, ”added Coghill.
As for any international expansion project in the tourism sector, Coghil said: “We are now investing in a significant amount of research, to understand our consumers in the world, to understand the health of our brand in the world, to understand our codes. brand, to make sure we’re the best prepared for international success.
“We also make sure to question the customer journey and its evolution both internationally and nationally. And in New Zealand. We also do a lot of funnel analysis to understand how strong we are at each stage of the funnel in each of our markets and then the implications for how we do our planning. You know, we’re looking to understand our competitive set internationally, with a much more data-driven approach.