New Australian Tourism Ads to roll out in America and New Zealand

Consumers in America and New Zealand are about to see new aspects of Australia as part of the next stage of the new Brand Australia global marketing campaign roll out.

Starting this week, consumers in New Zealand and America will see the new Brand Australia advertising campaigns for the first time on TV. This follows the launch of the new Brand Australia approach in Australia, the United Kingdom, Singapore and Italy, in May this year.

As part of the new brand marketing approach a total of six ads were produced, at a cost of $3 million dollars. The ads will be used to market Australia worldwide as part of Tourism Australia's four year global brand marketing spend of $360 million. 

Tourism Australia Acting Managing Director, Ken Boundy said the launches in New Zealand and America followed four effective brand campaigns in four markets over the past four months.

"To date the new brand campaigns have received an excellent response in the four initial launch markets, with consumers in the UK and Italy in particular showing increased levels of interest in travelling to Australia," Mr Boundy said.

"Now we are taking the new brand approach to consumers in America and New Zealand to ensure travellers in these markets continue to be inspired to visit Australia.

"The intention with the roll out of the new brand campaigns has been to take a phased approach across key tourism markets and to tailor activities to suit individual market needs, which means that not all ads will appear in all countries.

"The new television ads have a long shelf life so they can be rotated between different tourism source markets throughout the life cycle of the global brand campaign.

"During the course of filming the ads many hours of footage was collected so that the ads can be adapted to suit consumers in each market - further increasing the campaign's longevity.

"However, it is important to remember that the new Brand Australia approach is more than advertising and is being incorporated in all tourism marketing activities overseas and in Australia," Mr Boundy said.

Television ads will be screened in New Zealand featuring Australia through the eyes of individuals such as sporting personality Richie Benaud and singer/songwriter Delta Goodrem, from 3 October. In the United States the new brand TV ads will go to air for the first time today, 27 September, with the television ad featuring Delta Goodrem selected as the first ad to be rolled out in this market.

Mr Boundy said the new brand advertising had resonated strongly with travel trade and media at launches in New Zealand, Canada and the United States last week.

"Combined New Zealand and America deliver close to 1.5 million visitors to Australia each year, which is more than one fifth of all overseas arrivals," Mr Boundy said.

"The biggest challenge in these markets is to keep inspiring travellers to return to Australia and experience different aspects, given that consumers in these markets have a very high awareness of our country.

"The new campaigns in NZ and the US will help to ensure that consumers continue to travel to Australia now and in to the future."

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