Tourism Australia puts focus on indigenous experiences in latest marketing push
Tourism Australia has turned the spotlight on indigenous tourism in its latest marketing push with a campaign that aims to shed the myth those experiences are limited to hot and remote parts of the country.
A short promotional film directed by Australian filmmakers Brendan Fletcher and Warwick Thornton showcases a range of activities that are available not only in the outback but in rain forests. the tropics and in city centres.
It will be distributed in Australia and overseas as TA looks to grow the international tourists who participate in an Aboriginal cultural experience.
TA creative agency Clemenger BBDO played no part in the creative work, with Fletcher and Thornton working with nine indigenous tourism operators to produce the content.
The push will include a mix of paid, earned and owned media and falls under the ‘Theres nothing like Australia’ banner.
“Australia’s indigenous experiences are a unique and important part of our tourism offering,” Tourism Australia managing director John O’Sullivan said. “Currently 14 per cent of our international visitors participate in an Aboriginal cultural experience during their trip, helping to inject $6.4 billion annually into our visitor economy.
“We’re confident this new short film, and our plans to make sure it is widely distributed both in Australia and overseas, will help promote this important facet of Australian tourism and grow these figures.”
The film will also be hosted on a micro site along with a behind the scenes video about the making of the film.
https://www.youtube.com/watch?v=kV0BtbkNOco
The agency estimated it will be seen by more than 50 million people on TV, online and in cinemas in Australia and its key markets of Germany, China, Indonesia, Malaysia, South Korea, UK and US over the next few weeks.
Great promotion but it would be well complemented by some further direct links to the offerings. Took me a few (too many) clicks to get here – http://www.australia.com/en/ar.....ences.html
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@johnnyboy – thanks for the feedback. My name’s Andres and I’m the global content editor at Tourism Australia.
We’re adding a banner to the home page of Australia.com calling out the film and have also featured the film in our what’s new section (http://www.australia.com/en/ne.....ences.html).
That article includes links directly to some of the Indigenous tourism operators that appear in the film. Both of these should help make it easier for visitors to the site to quickly find some of the relevant tourism products.
Cheers,
Andres
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Love the film.
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The film is lovely but am not sure that it will shed the myth that those experiences are limited to hot and remote parts of the country. The Sydney Botanical Gardens experience seems to be small and secondary in the film.
The first few tour operators listed in the link section from Andres post above (featured in the film) are in Arnhem Land, possibly one of the hottest, remotest and expensive parts of Australia to get to.
When I click for further information though, I really like the state by state section.
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