Tourism Australia takes wrappers off $10m South East Asian campaign

First coordinated effort across South and South East Asian markets targets the growing pool of travellers across India, Malaysia, Singapore and Indonesia

Examples of collateral from Tourism Australia's UnDiscovered Campaign 2018
Examples of collateral from Tourism Australia's UnDiscovered Campaign 2018

Tourism Australia and the Federal Government have taken the wrapper off a fresh $10 million campaign for the South and South east Asian markets aimed at challenging perceptions of what a holiday down under means as a tourist.

Launched by the new Minister for Trade, Tourism and Investment, Simon Birmingham, on 1 September, the ‘UnDiscover Australia’ campaign is pitched at high-value travellers across India, Singapore, Malaysia and Indonesia and showcases some of the more unusual and remote attractions and experiences available to those coming into the country on holiday. Its ultimate aim is to challenge stereotypes about Australia.

For example, Tourism Australia noted 86 per cent of Indian consumers, 88 per cent of Malaysian consumers, 82 per cent of Singaporean consumers and 84 per cent of Indonesians think Australia is all about cute, furry animals. It also noted consumer research showed 81 per cent of Indians and 86 per cent of Singaporeans think the country is just about beaches, while 80 per cent of Malaysian consumers and 59 per cent of Indonesians don’t consider Australia to be a foodie destination.

To combat such views, sites being highlights in the campaign include the Field of Light installation at the Uluru-Kata Tjuta National Park, rooftop climbing across the top of the Adelaide Oval, hot air ballooning in Canberra, Melbourne’s art-filled laneways, and food experiences in Tasmania.

The tourism body positioned the latest campaign as an evolution of its ‘There’s Nothing like Australia’ campaign, which is backed by state and territory tourism organisations nationally, as well as airlines and distribution partners. It’s also the first time the South and South East Asian regions have been targeted as part of a unified campaign approach.

Among the media executions being used are influencer partnerships, social media marketing and multimedia content. These are being supported by what Tourism Australia is calling an ‘airline marketplace’, which brings airlines and travel agents together to offer fare packages as well as promote the new campaign.

“Fashion-ability plays a big part in destination choice, particularly amongst travellers in Asia,” Tourism Australia managing director, John O’Sullivan, said. “One of the challenges we constantly face is that people from this region feel they know everything about us. This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there’s much more to Australia than just our well-known icons.”

‘UnDiscovered Australia’ is initially running for four months and could be extended to additional Asian markets depending on how it’s received. The work was done in partnership with Clemenger BBDO and UM.

In his speech, Birmingham noted India, Singapore, Malaysia and Indonesia accounted for more than 1.3 million international arrivals annually, bringing $5 billion into the local economy. The emerging middle class in these nations, as well as the region’s proximity, growing aviation routes all presented opportunities to share these figures, he said.

“A forward-looking tourism industry here in Australia that wants to jump on new opportunities and tap into new markets is good for Australian tourism businesses and in turn, helps to create more jobs for Australians,” he stated.

Birmingham said the campaign is all about showing off Australia’s wider array of offerings.

“While we still want travellers to visit our hotspots, we also want them to spend an extra few days or week to visit some of our more untapped regions, such as Ningaloo Reef in Western Australia or the beautiful lavender farms in Tasmania,” he said.

Check out CMO's profile of Tourism Australia CMO, Lisa Ronson, here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in