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Tourism Australia –Case Study

Brand personality

is a distinct part of a brand. It describes the human characteristics that are associated with the brand. These characteristics are emotionally driven and they relate to how companies represent their brand to their target audience.  

Target Market for Tourism Australia

Experience Seekers

Visual

Visuals

Consumer segments

These include: The Youth Segment The Family Segment The Holidaymaker Segment The Honeymoon Segment

In order to unify the message:“To assist with our global marketing efforts,

Tourism Australia takes a segmented approach, allowing our messages to be appropriately targeted to various life stages and mind sets. In each segment, there is an emphasis on attracting first time visitors.”

Experience Seekers

Experience Seekers are, by definition, looking for unique, involving and personal experiences from their holidays.

Experience Seekers are long haul travelers who are less affected by the traditional barriers to travel of distance, time and cost. They are more informed, interested and curious about potential travel destinations.

Psychographics

LifestyleCognition

Slogan of campaign

There’s nothing like Australia

Message strategy

Affective

Activation and involvement devices

Tourism Australia’s new campaign has been built with the involvement of the Australian people to share their favorite Australian place or experience with the world. Our research told us that Aussies want to help promote Australia to people overseas. With that in mind, our new campaign was developed to involve Australians, because they are the experts on what makes Australia unlike anywhere else.

Stories and images uploaded

30,000 stories and images

Phases

During phase one, Australians were invited to share their personal stories of where they live and holiday in Australia, to show the world why they should visit. Australians proved their enthusiasm for promoting their country by uploading nearly 30,000 stories and images to www.nothinglikeaustralia.com  – making it one of Australia's most successful consumer-generated promotions ever. 

For the next phase of the campaign, Tourism Australia used all the entries to create an interactive digital map of Australia, made up of all the things Australians think are special about our country. It is searchable by experience type, location, and by 1,000 keywords and is housed on www.australia.com, which attracts more than a million unique visitors each month, and also at www.nothinglikeaustralia.com.

The third phase of the campaign includes localised campaigns for use in Tourism Australia’s international tourism markets. This includes working with airlines, travel agents, tour operators and media partners around the world building the commercial part of the campaign to make sure that everyone who sells Australian holidays can use the campaign tagline and imagery for co-operative campaigns.

Phases in one word: Personal/personalized

Logo

KangarooLandscapesAboriginal art and colorsSand artWarm colors – feel welcoming

Media Mix

WebsitePrint and digital advertisingVideo piece suitable for broadcast in

cinemas, television and onlineAccompanying the spectacular images

featured in the video is the There’s nothing like Australia song written by Josh Abrahams.

Campaign for global markets

Localised campaign

Two motifs

Yes

CAN elements

Connectedness – YesAppropriateness – YesNovelty - Yes

Executional framework

Slice of life