UnDiscover Australia targets high value travellers in India, Singapore, Malaysia and Indonesia.
Newly appointed tourism minister Simon Birmingham has just launched a new $10 million Tourism Australia marketing campaign which aims to challenge stereotypes of what Australia offers travellers in South and South East Asia.
The latest chapter in the ongoing “There’s Nothing Like Australia” platform, the new campaign was launched today in Indonesia, and is the first time the region has been targeted as part of a single, coordinated tourism promotion.
Tourism Australia md John O’Sullivan said the campaign aimed to bust “some of the popular myths about Australia held by travellers in the region,” while a strong aviation component would also seek to highlight the short and affordable flight time to Perth, which make Australia an appealing weekend destination for travellers from the region.
UnDiscover Australia will initially run for four months, with potential to be extended to additional markets in the future.
More information in Monday’s issue of Travel Daily.