Government launches $3m ad campaign following sweeping changes to travel industry
The government has launched a $3 million radio, print and digital advertising campaign as it seeks to inform the public of changes to the way Australia’s travel industry is regulated.
The sweeping reforms, which have seen the government put regulation in the hands of the industry, came into effect on July 1 and saw the closing of the Travel Compensation Fund (TCF), a quasi-government body which refunded consumers in the event of their travel agent going out of business.
Holidaymakers will now rely on Australian Consumer Law (ACL) and newly created insurance policies to protect their money, while an industry-led voluntary travel agent accreditation scheme – ATAS – has been launched with the aim of building a network of quality travel retailers. Flight Centre is among the members.
The Australia Federation of Travel Agents (AFTA) has already launched a video promoting the use of ATAS travel agents which screened in cinemas, online and through social channels.
https://www.youtube.com/watch?v=d2D5CkaiqR8
Now the Government has waded in with a multi-channel campaign to run over two months. Using the strapline “pack some peace of mind”, the ads alert consumers to the regulatory changes, promote the use of accredited travel agents and direct people to a new website, packsomepeaceofmind.gov.au.
Travel agents themselves are also expected to incorporate the ATAS brand in their own marketing.
“The government campaign amplifies and reinforces our messaging about the value of booking through accredited travel providers,” AFTA chief executive Jayson Westbury said. “It is also pleasing to see that a number of the individual brands are incorporating ATAS into their own advertising efforts and we have launched the ‘find an ATAS travel agent’ web search directly to help consumers find an accredited agent.”
The print ads will run in metropolitan newspapers, travel press and magazines while campaign messaging will air on metropolitan, regional radio and ethnic radio stations.
The ad has also been translated into 44 languages and will be run across a number of publications. A Facebook page and targeted online advertising will also also feature in the campaign.
Steve Jones
What a terrible advert.
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Two minutes of utter dross. Does the client/agency actually expect someone to sit through that content????
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Wow. How to drag a simple message across almost 200 seconds.
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