Australia Tourism Case Study

Remi Eid @26541

Define brand personality?

Is a distinct part of our brand. It describes the human characteristics that we

associate with our brand. These characteristics are emotionally driven and

they relate to how we represent our brand to our target audience.

What is the target market of the Tourism Australia in two words?

• Tourism Australia’s target market: -• Experience Seekers: can be found among all age

groups, income levels, and geographic locations. • To assist with our global marketing efforts,

Tourism Australia takes a segmented approach, allowing our messages to be appropriately targeted to various life stages and mind sets.

• In each segment, there is an emphasis on attracting first time visitors.

Visualize this target market, by using visuals from the website of the campaign?

Identify the consumer segments AND tell how the campaign will unify these different segments?

The Youth Segment:• This segment is made up of people aged between 18 and 30 years, commonly

referred to as Generation Y.

The Family Segment:• When planning their holiday, this price conscious segment, look for destinations

offering accessibility, safety and value.

The Holidaymaker Segment:• Holidaymakers are driven by a desire to experience diversity and different

cultures.

The Honeymoon Segment:• This segment is found in some of the Eastern markets and also France and Italy.

The Experience Seeker• A core element of Tourism Australia’s strategy is to target a high yielding

consumer segment. • Tourism Australia has identified common segments across different

cultures that would be receptive to the Australian experience and called them the Experience Seeker.

• This target market is highly predisposed to Australia’s offer and is more likely to stay longer, spend more and disperse to regional areas.

Define “Experience Seekers”?

• They are, by definition, looking for unique, involving and personal experiences from their holidays. Using psychographic research, studies find how travelers think and feel to determine the personal factors that influence them to travel.

• They are long haul travelers who are less affected by the traditional barriers to travel of distance, time and cost.

• They are more informed, interested and curious about potential travel destinations. They constitute around 30 to 50 per cent of all potential long haul outbound travelers from our key source markets.

• They can be found among all age groups, income levels and geographic locations.

Define psychographics by two key words?

• Psychographic research finds how travelers think and feel to determine the personal factors that influence them to travel

What is the key slogan/tagline of the campaign?

“There’s nothing like Australia”

Identify the message strategy in One word? Please use visuals if possible.

• Personal

Describe the activation and involvement devices of Australians?

• Tourism Australia’s new campaign has been built with the involvement of the Australian people to share their favourite Australian place or experience with the world.

• Their research told them that Aussies want to help promote Australia to people overseas.

• With that in mind, their new campaign was developed to involve Australians, because they are the experts on what makes Australia unlike anywhere else.

How many stories and images do Australians upload?

• Australians proved their enthusiasm for promoting their country by uploading nearly 30,000 stories and images to www.nothinglikeaustralia.com , making it one of Australia's most successful consumer-generated promotions ever.

Please identify the phases of the campaign and name/frame them in ONE word?

• Phase one: Australians were invited to share their personal stories of where they live and holiday in Australia, to show the world why they should visit.

• Phase two: Tourism Australia used all the entries to create an interactive digital map of Australia, made up of all the things Australians think are special about our country.

• Phase three: includes localised campaigns for use in Tourism Australia’s international tourism markets.

Standardization

Which expressions of the Australian culture are visible in the logo?

• The kangaroo in the logo symbolizes the Australian culture• The sun rise in the logo reflects the colors to which the sun rises

and sets in the deserts of Australia

In a checklist style, please identify the media mix?

• The site was launched on 31 May 2010, alongside:

the There’s Nothing Like Australia print and digital advertising, plus a video piece, suitable for broadcast in cinemas, television

and online.

Does the Tourism Australia localize or centralize the campaign for global markets?

• localised campaigns for use in Tourism Australia’s international tourism markets.

• This includes working with airlines, travel agents, tour operators and media partners around the world building the commercial part of the campaign to make sure that everyone who sells Australian holidays can use the campaign tagline and imagery for co-operative campaigns.

Which advertising appeal do the campaign use?

• The advertising appeal that is used in the campaign is emotional appeal

Do the two motifs of the logo reflect the slogan/tagline?

• Yes, and this is reflected through the kangaroo and the use of the sun

It is NOT creative unless it sells. Do the CAN elements of creativity apply?

• Yes, we can find connectedness, appropriateness and novelty reflected through all this through the ads

Please identify the executional framework in the creative ad?

• They used dramatization

The End

Any questions?