Tourism Australia campaigns

[Foreigner]

It's been a long while since the campaigns run by TA caught lot of attention:

Past Campaigns - Campaigns - Tourism Australia

With low Aussie, 2016 could be right time for a fresh marketing strategy.

 

[Foreigner]

TA showcases Australia in new campaign:

Tourism Australia uses virtual reality and 360-degree views in latest campaign - CMO Australia

 

[Quickstatus]

The tourism industry in Australia has been hibernating for too long.
Average to poor customer service, overpriced, and poor quality. Much of what Australia has to offer to international tourists are lowest common denominator stuff.

Tourism Australia has been good at creating expensive but cringeworthy tourism ads. The previous one was the worst. (Where the bloody hell are you)
I am not particularly enamoured by their latest attempt either.

With any destination, only top class service will bring people back again.

I suspect companies like Qantas do a better job attracting overseas visitors to Australia than TA. The irrelevance of TA was demonstrated in 2012 when QF severed ties with it and focused on state based tourism agencies.

 

[Pushka]

I really like their latest ad.

 

[burmans]

After his we are not so special article The Australian obsessions that aren't really Australian Ben Groundwater ran another on the things we do better Best experiences in Australia: The things we do better than anywhere else.

Not sure I totally agree with these all, e.g. I do think our beaches are great but there are enough good beaches in the world I'm not sure I'd fly 24 hours to come and lie on one. What I do think though is that while individually these may not be the best, very few countries can offer these all as a package and what should be promoted is the variety.

PS. I think State based organisations are great, the Vic one in particular. But I think much of that is a lot more appealing to locals, e.g. if I lived in Europe why would I bother coming all the way to Melbourne for their laneways when they are in abundance in every city near me.

 

[RooFlyer]

<snip>

I suspect companies like Qantas do a better job attracting overseas visitors to Australia than TA. The irrelevance of TA was demonstrated in 2012 when QF severed ties with it and focused on state based tourism agencies.

Remember though that the fact that Geoff Dixon was part of Tourism Australia and Mr Joyce wasn't a fan of his ... may have had something to do with it!

 

[Red Roo]

Here's something you may be interested in:

http://www.australianfrequentflyer....r-program/safety-first-73679.html#post1386394

 

[Quickstatus]

Remember though that the fact that Geoff Dixon was part of Tourism Australia and Mr Joyce wasn't a fan of his ... may have had something to do with it!

That was perhaps a convenient catalyst for the separation. After that TA was essentially a mute agency without any leverage with a major airline carrier. Though I think they did maintain a link with VA but VA does not have the same reach as QF. (Not that QF is a big international inbound carrier of foreign tourists anyway with its gradual emasculation

 

[Fiches Mouser]

PS. I think State based organisations are great, the Vic one in particular. But I think much of that is a lot more appealing to locals, e.g. if I lived in Europe why would I bother coming all the way to Melbourne for their laneways when they are in abundance in every city near me.

Totally agree – Tourism Victoria is great, but focus is too local.

...Average to poor customer service...

We're not the worst in the world but we could be doing so much better.

 

[Quickstatus]

Maybe TA could do an ad that says 20% tips not expected.