UnDiscover Australia, a multi-million dollar campaign targeting South-east Asia, will showcase lesser-known attractions across a vast continent.
Tourism Australia wants to change the way people perceive Australia – it’s not all kangaroos, koalas and the outback, says the NTO.
UnDiscover Australia, a multi-million dollar campaign targeting South-east Asia, will showcase lesser-known attractions across a vast continent.
Tourism Australia chief marketing officer Lisa Ronson, speaking at a Singapore launch event, said the campaign aimed to bust some of the popular myths about Australia held by travellers in the Asia region.
“One of the challenges we face in South and South-east Asia is that travellers think they know Australia. This campaign is all about uncovering some of those less well-known, hidden gems and inspiring people to see a side of Australia they perhaps didn’t know existed,” said Ronson.
“We know that travellers today are always on the hunt for the next cool, ‘Instagram-worthy’ destination, so the challenge for us is to show all the ways that Australia ticks this box as a vibrant, captivating destination and gives them new reasons to come and explore for themselves.”
Ronson says events that should make travellers hop on a plane to Australia include the Margaret River Gourmet Escape in Western Australia, and next year’s Handa Opera on Sydney Harbour, this year offering West Side Story against the backdrop of the Sydney Opera House.
The rollout of the campaign will be supported by an online marketplace ‘Australia on Sale’, later in September where multiple airlines and travel agents will come together to offer competitive fares to help promote the campaign.