New technology being used to entice more visitors to Australia in 2016

by Ray Clancy on March 7, 2016

in Australia Travel

Australia’s coastal experiences and aquatic facilities are the stars of a new campaign aimed at attracting even more visitors from overseas in 2016 that uses the latest technology.

The latest drive from Tourism Australia uses VR and 360 technology to inspire prospective travellers considering Australia for their next holiday.

“Already 70% of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets,” said Tourism Australia managing director, John O’Sullivan.


He explained that while Australia is known for its natural beauty, there is not a full appreciation of the breadth, depth and quality of aquatic and coastal experiences. “They’ve always been an important part of our destination story but they’ve never before taken centre stage,” he added.

The campaign will sit alongside and complement existing Tourism Australia marketing activities, including its current promotion of food and wine and Indigenous experiences, providing an additional proof point to demonstrate why There’s Nothing like Australia.

“Our long term campaign, There’s Nothing like Australia, was always designed to provide a platform from which we could evolve our tourism message. We did this most recently with Restaurant Australia and now with a dedicated focus on Australia’s distinctive and high quality aquatic and coastal experiences,” O’Sullivan pointed out.

The newly filmed campaign features over a dozen distinct experiences representing every Australian state and territory. These include a helicopter ride over the 12 Apostles, swimming in Sydney Harbour, snorkelling on the Great Barrier Reef, kayaking through Katherine Gorge, driving on the beach in South Australia, cycling around Lake Burley Griffin, sailing through the sparkling blue waters of Rottnest Island and walking the recently launched Three Capes Track in Tasmania.

Tourism Australia chief marketing officer, Lisa Ronson, explained that Australia has always had the advantage of being a highly desirable destination but perhaps suffers from the perceived idea that it takes a long time to get there because of the country’s distance from other continents and also cost.

“The challenge is how to create a sense of urgency to visit that counters those perceived barriers such as time, distance and cost. This campaign has been designed to be incredibly immersive and capture what it feels like to be in Australia and to experience for yourself being on, in or near the water,” she added.

Tourism Australia will spend A$40 million over the next six months rolling out the new campaign starting in the United States with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.

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