Tourism Australia has confirmed that, it will reveals the next stage of its worldwide advertising campaign in the China – highest and fastest value visitor market of the Australia. The simplified creative, includes a new broadcast advertisement, which will be shown first in the Shanghai in the starteing of June.
Andrew McEvoy, Tourism Australia Managing Director said that, the true success and real test of any advertising campaign is how it executes with customers in key global markets. New creative campaign will be first revealed in China however roll out to 25 countries in 17 different languages as well as carry on the globally successful there is not like Australia pitch.
Mr. McEvoy said that, as an element of the tourism industry’s which push to double overnight tourist expenditure to near about A$140 billion by year 2020, the Tourism Australia is paying attention on marketing unique tourism attributes of Australia where the most tourism growth opportunities are present. China is a immense part of that growth as well as is the logical position to start the new creative.
Almost 542,000 Chinese visited Australia in year 2011, which representing almost 20 % growth compared to year 2010 and the number is predicted to go beyond 600,000 visitors in year 2012. Not only the Chinese visitors are in record numbers, but also they are also expenditure at record levels. Present overnight expenses from China are up 15 %, to A$3.8 billion annually. Tourism Australia considers the market of China has the potential to rise to more than A$9 billion by year 2020.
Mr. McEvoy said that, though the agency would still strongly hold up its essential traditional markets of the United States, the United Kingdom, Continental Europe and New Zealand, it had to bring into its resources to its major growth markets, herein, the Asian Century
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