Tourism Australia to launch new Asia push on back of football championship

Screen Shot 2014-09-11 at 1.19.57 PMTourism Australia will use next year’s Asian Cup football championships as the springboard for a major marketing drive in some of its fastest growing markets as shooting of a promotional video began today on the Gold Coast.

The video, which features football being played by local youngsters on a Gold Coast beach, will form part of a push in China, South Korea and Japan. The tourism body is in talks with broadcast rights holders for the Asian Cup in China and Middle East who have expressed interest in using the video. Foxtel will also use the video in a behind the scenes look at the tournament.

Print and digital executions will form part of the Clemenger BBDO Sydney campaign which will launch in late October or early November.

Tourism Australia managing director John O’Sullivan said the marketing push will aim to showcase Australia’s tourism product in addition to reinforcing its reputation as a country able to host major events.

“This campaign will show the beautiful game being played in the world’s most beautiful location,” he said, adding that the Asian Cup could be a catalyst for increased visitation from key Asian markets. An estimated 30,000 fans are expected to follow their teams to Australia for the tournament which kicks off on January 9.

“These are international visitors who stay longer, travel further and spend more,” he said. “These fans will inject millions of dollars into our visitor economy, benefitting hotels, restaurants, bars, shops and our tourism attractions.”

Steve Jones


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