|
‘Australia - A Different Light’ Launches In India Amid Much Promise
Charmaine Fernz - Mumbai
Tourism Australia recently launched its latest campaign ‘Australia
- A Different Light' amid much promise for the upcoming outbound season. The
campaign highlights the country through the eyes of travellers who have experienced
the Land Down Under. In a brief visit to India, Greig McAllan, general manager
- Asia, Tourism Australia, charted the way ahead for the Indian market.
"Having recognised India as a high value market we have decided to launch
this campaign so that Indians can have a feel of what Australia as a country
has to offer. With a substantial year on year increase in tourist numbers, our
target for 2005 is a 15 per cent increase over 2004 and which should double
in the next three years," McAllan said. The India Campaign was developed
in the wake of Tourism Australia's recent global brand relaunch.
The campaign featured photographic work that was chosen from
among three well-known Australian photographers whose images capture Australia
in a different light. Elaborating further, Maggie White, regional manager
- South and South East Asia, Tourism Australia said, "The India-Australia
market is growing and we witnessed a 22 per cent growth in 2004. The MICE market
is a budding segment with a lot of potential and Australia has a lot to offer
in this regard. The interactive India Travel Mission will also take place in
September this year but the venue is still being decided. We have noticed that
western India is our growth market. Our new campaign brings out activities and
experiences from the Land Down Under. A few consumer promotions would also be
lined up for the coming year."
McAllan also disclosed that we are looking at promoting new cities in India
as the market expands but that would eventually happen with increased flight
connectivity.
|
