Australia rolls out ad campaign

Tourism Australia (TA) is launching its next burst of advertising activity, with a campaign that sees TA’s ‘Unique Australian Invitation’ brand executions (that feature the tag line ‘So where the bloody hell are you?’) rolled out across print, cinema and online channels.

A key focus area for TA in 2007/8 is to target consumers that have not holidayed in Australia before and to look at targeting potential visitors across the UK, with an increased emphasis on regional advertising.

The print campaign, which begins in the week commencing 3 September, includes insertions in the main news sections and weekend supplements of national newspapers such as the Telegraph, Guardian, Independent, Times and the Mail on Sunday. It is also running in regional titles including the Glasgow Herald, Manchester Evening News, Birmingham Evening Mail and the Scotsman. The print campaign will reach 19.6 million consumers in September, who will each have an opportunity to see the campaign three times.

Over two weeks in September the 30 second commercial will be shown in 2,000 cinemas and played 84,000 times with a reach of 4.7million consumers.

The online campaign, running in September, provides an additional audio visual reach to the brand campaign through video MPUs which feature the TV/Cinema advertisement when expanded. The online activity will deliver a total of 5.7million impressions throughout the month.


p>As part of the campaign to target those that haven’t holidayed in Australia before, Tourism Australia will also be distributing a 20 page supplement with the Mail on Sunday. The first time guide to Australia will include inspirational features, sample itineraries and industry advertising.


Tim Jones, Tourism Australia marketing manager UK/Ireland/Nordic, comments:

“After taking a break over the summer months, the brand campaign will be running again in the UK in September - one of the key months for the UK holidaymaker making long haul travel plans. The campaign is targeted to increase intention to travel to Australia and will reach our audience through the multiple touch points of cinema, online and print, enabling us to build brand image and knowledge effectively.”


The activity is part of a £2.5million spend on the ‘Unique Australian Invitation’ brand advertising in the UK from October 07 until April 08.

M&C Saatchi designed the creatives and Carat planned the media.