The world’s best advertising campaign for the best job in the world
Name: SAVOEUN YIN
ID: 5317193019
Submit to A. MODI GILIWALLA
Subject: INTERNATIONAL MARKETING
The world’s best advertising campaign for the best job in the world
In 2009, Tourism Queensland promoted the Great Barrier Reef as a global tourism destination with a website encouraging people worldwide to apply for The Best Job in the World, to be a "Caretaker of the Islands" to "house-sit" the islands of the Great Barrier Reef for half a year, based on Hamilton Island.
This study will analyze the advantage and benefits of this campaign to the Australia Tourism by answering the question as follow:
1 On the tourism Australia website, www.tourism.australia.com, looks for the global market monitor and evaluates the Australian tourism industry in the short term. Pay close detail to particular markets of interest to Australia.
According to the latest figures, there were 2.8 million short term international visitors’ arrivals in the first two quarters of 2011, a slight increase of 0.8 per cent relative to the previous year. Major global events in the first two quarters of 2011 have impacted international travel to Australia, including natural disasters in Queensland, the Tohoku earthquake, economic downturns in the US and Europe, and the Chilean volcanic ash cloud. Globally, performance remains mixed. Strong growth from the markets in Asia and New Zealand is driving overall arrivals to Australia, whilst arrivals have decreased from Japan, Korea, the US and Europe.
Total international visitors expenditure for the first quarter of 2011 increased three per cent, however leisure expenditure has softened international visitors are taking shorter trips to Australia and spending fewer nights outside the key gateway cities.
With the Australian dollars remaining high, the ground costs of an Australian holiday have increased for many international visitors. Rising fuel surcharges are also making airfares to Australia more expensive. This is impacting tourism expenditure and reducing Australia’s competiveness against other destinations.
In the short run, Australian tourism industry is very success. Only six month after it has launched, more than 34 000 applicants from almost 200 countries were received. It had generated more than A$332 million in global publicity for Queensland and received a number of awards at the 2009 Cannes Lions International Advertising festival, the advertising industry’s equivalent to the Oscars. It was also in 2008, over 768 000 domestic and international visitors visited the Whitsunday region, injecting more than A$723 million into the Queensland economy.
Tourism industry is one of the major sectors for Australian economy. It directly employed 500 000 people and contributing A$80 billion for Australian economy. Since it is important sector, Tourism Queensland decided to launch the job in the world campaign in early 2009. However, to raise the global awareness of the islands as holiday destination, Tourism Queensland has to spend some marketing budget for advertising to make the attractiveness of the islands.
2 This particular campaign was targeted at the global experience seeker’ –a global segment of great interest to both tourism Queensland and tourism Australia. Research the process tourism Australia went through to determine this type of ideal visitor.
Tourism Queensland had decided to appeal to the “global experience seeker” segment to increase visitor numbers. It tried to understand the characteristics and wants and needs of the global experience seeker. After launching its campaign, Tourism Queensland can make it perfect for global targeting, but it has difficulty in making the standard socio-demographic segmentation exercises. The tourists can be well-informed but they need to search for more detail information. Tourists always travel based on their life style. Most of them are interested in getting off the beaten track and interact with locals and local culture, which aids in fulfilling their desire for self-discovery and education while travelling. Travelers need to be personally exposed to local customs and lifestyle, which results in a deep sense of personal satisfaction, meeting their desire to grow as an individual. It refers to indigenous Australian that tourists can be experienced.
3 The case mentions social networking sites as a good way to target the You Tube generation/Gen Y. how effective was this approach?
Tourism is an important pillar in almost every country’s economy. While some countries are really good at promoting themselves, others need some serious work. For Tourism Australia, the social network has played a very important role in advertising it. For example, with a new tagline, “There’s nothing like Australia,” explained tourists how is Australia.
You Tube site for New Zealand can be another good example of how the social network effect for tourism. New Zealand has a YouTube channel that not only shows you great videos, it helps you plan your trip as well (under slogan)! The channel links you to information about New Zealand, getting to New Zealand, places to stay, and a New Zealand map.
Another example, Las Vegas tourism board, has dedicated a significant amount of space on its official site to direct traffic to its social media accounts. It is crucial to engage potential tourists outside of a website.
There is a website which is specific for tourism in Australia called Tourism E-kit. The Tourism e-kit is designed to assist tourism operators to make the most of opportunities the internet provides. An initiative of the National Online Strategy Committee, the Tourism e-kit is funded by all Australian State and Territory tourism offices.
This series of online tutorials has been designed to assist the Australian tourism industry. The e-kit covers a wide range of subjects from the basics of developing a good web site to advanced topics like search engine marketing and online product distribution. On top of step-by-step lessons on e-marketing, you’ll also gain a great understanding of the Australian Tourism Data Warehouse (ATDW). These showed how social network effected to Australia Tourism.
4 New Zealand duplicated this approach and has now added an element where locals can be part of the planning process for the journey. Why do you think the company, entirely Kiwi, has chosen this approach?
Entirely kiwi has launched a new website where locals and prior visitors to New Zealand can help new visitors to plan their trip. The locals and prior visitors can help new visitors by giving instruction of the destination, attractions, general comments or the ability to sponsor accommodation or gear. This approach, however, is trying to generate publicity for New Zealand Tourism which is a similar approach to that of Australia Queensland tourism.
New Zealand has tried to generate publicity for the country. Imitating tourism Queensland’s successful “best Job in the world’ campaign, Leaseholders of Aroha Island, advertise a similar to what Australia tourism Queensland does. It received 150 high quality applicants from countries like America, India, Pakistan and Mexico. The awards are travel in New Zealand with free accommodation for three months, transport, a daily food allowance and spending money. This campaign is exactly duplicated from Australia’s “best job in the world campaign”.
5 From a marketing perspective evaluate the best experience in the world’ competition.
The Australian Tourist Commission has been vigorously marketing Australia internationally as a tourist destination since 1967. During this time Australia has established a reputation as an innovator in tourism marketing and has built one of the worlds most successful and desirable destination brands. And experiences are the drivers and motivators of our target audience.
The eight experiences highlight what makes Australia distinct from other destinations. They are quintessential Aussie experiences that use to share the story of Australia.
1. Aboriginal Australia – connect with Aboriginal Australia
Aboriginal Australia is about sharing the world’s most ancient living culture, best expressed through art, storytelling, dance, music and the land itself. For the Experience Seeker, this means learning about traditional Aboriginal practices as well as contemporary interpretations.
2. Nature in Australia
Discover unique nature on your doorstepAustralia’s vast wilderness, ancient landscapes and natural beauty are best expressed in colour; the red sandy deserts, the green rainforests, the white untouched beaches and the rich blue oceans. The Experience Seeker can easily discover and learn about distinctive plants and intriguing wildlife that cannot be found anywhere else in the world.
3. Aussie Coastal Lifestyle – Discover the coast with the most
The Australian Coastal Lifestyle is more than just the beach and the surf – it is a way of living. The coast is a place where family and friends meet, play a game of cricket or volleyball, throw a Frisbee or have a picnic. With nine coastal world heritage –listed areas, Australia offers the Experience Seeker some of the most diverse, least crowded and unspoilt coastal experiences in the world. The beaches and oceans offer the Experience Seeker the chance to encounter uniquely Australia flora and fauna. The Experience Seeker can also enjoy the hinterland; visiting quaint villages, dining in stunning restaurants and cafes to simply easting al fresco, sampling local produce.
4. Outback Australia – Explore our accessible Outback
The outback is Australia’s heartland; it is characterized not only by spectacular colours and dramatic landscapes, but also by the spirit and the resilience of its people, their communities and lifestyle. The Experience Seeker can enjoy vast open spaces, the sky, the stars, the pubs, the cattle stations and meet the people that make this truly unique Australian landscape what it is.
5. Food and Wine – Indulge in our fresh, world class food and wine
Australia’s food and wine are inspired by fresh, natural produce and influenced by our multicultural society. From our spectacular seafood to award-winning wines, Experience Seekers can enjoy Australia’s fabulous food and wine served by friendly Aussies in many great locations. They can choose from casual cafes, alfresco or fine dining, or simply have a picnic or barbeque. Experience Seekers can also explore some of our renowned wine regions and visit cellar doors to sample and learn about the wines.
6. Australian Major Cities – Uncover the unexpected
Australia’s major cities showcase our young and free-spirited way of life. Here, Experience Seekers can enjoy our outdoor lifestyle, see Australia in our architecture and fashion, experience it in our multicultural precincts, shops, theatres and bars, observe it in our people, taste it in our food and smell it in our oceans and bushland.
7. Australian Journeys – Free to roam
Travel in Australia is about the journey; the people you meet, the places you see, the discoveries and experiences you have along the way. Form the outback to the coast, Australia offers some of the world’s great journeys. Travelling by land air or sea, Experience Seekers can choose to plan ahead, join a tour or simply go at their own pace, seeing where the road takes them.
8. The Australian Experiences Framework
The Australian Experiences Framework was developed in 2006 in response to research results and in line with Tourism Australia’s corporate plan. The framework focuses on seven Key Australian Experiences which are based on Australia’s core strengths and our points of difference from the rest of the world.
Communication around these key experiences will assist in increasing the level of knowledge of Australia as a destination and motivate Experience Seekers to move from preference to intention to travel to Australia. Australia’s aim is to move to the top of the global consumer's mental checklist. To do this, Tourism Australia and its industry partners must put a greater emphasis on the world’s best Australian.
Experiences are the drivers and motivators of the target audience. As such, Australia needs to highlight the experiences which best meet these motivations, and highlight those which distinctively differentiate Australia relative to the competition. This approach will expand the experience palette for Australia, generate greater conversation and involvement with the destination, increased dispersal and ultimately, higher spend and revenue for Australian industry.
The Experience Seeker Analysis and research undertaken by Tourism Australia throughout 2005 identified the Global Experience Seeker as Australia's target mindset audience. Providing motivation regarding Australia’s compelling experiences will enhance the value of the destination in the competitive decision-making process.
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