Tourism Australia has partnered with Flight Centre in the UK to launch an integrated campaign that aims to encourage agents to sell Australia and motivate consumers to choose the country as their next holiday destination.
The ‘Discover Your Australia’ campaign will promote competitive lead-in airfares and will target affluent travellers aged 50 to 69 across print, online, in-store and direct to consumer marketing.
The campaign will encourage people to explore beyond the main cities and discover the wildlife and wine of other destinations such as South Australia and Tasmania.
It will run from Thursday February 16th to Thursday March 15th 2012.
Campaign elements will include:
A bespoke campaign microsite on the Flight Centre website which will serve as an educational tool, offering destination information and inspiration for customers and helping agents better sell Australia.
An incentive for Flight Centre travel consultants to complete the Aussie Specialist Program, which provides training for agents to become Australia destination experts with a focus on the key experiences of nature, coastal and cities.
Flight Centre stores where all consultants have completed the Aussie Specialist Program will be entered into a prize draw to win £500 or a prize to an equivalent value
In store promotional presence at all 92 Flight Centre stores nationwide.
Print advertising across key national newspapers as well as online support, direct mail and bespoke e-blasts to Flight Centre customers.
Client events at 11 flagship Flight Centre stores across the UK to promote exclusive deals.
Tourism Tasmania and the South Australian Tourism Commission are key partners in the campaign, to showcase the diversity and encourage dispersal around Australia.