DUNDEE 90 SECOND AD

GLOBAL MARKETING & CREATIVE DIRECTIONLISA RONSON I CHIEF MARKETING OFFICER

UNDERSTAND OUR AUDIENCE

AND CREATE A CUSTOMER EXPERIENCE TO

MEET THEIR NEEDS

FOCUSING ONHIGH VALUE TRAVELLERS

OFFERING THE BEST OPPORTUNITIES FOR

AUSTRALIA

ATTITUDINALSEGMENTATION

IS PROVEN TO BETHREE TIMES MORE

ACCURATETHAN USING TRADITIONAL

DEMOGRAPHICS(WARC, ADMAP 2016)

78%

72%

71%

69%

66%

65%

63%

63%

62%

62%

Australia

Italy

New Zealand

South Africa

UK

Spain

France

Brazil

Argentina

United ArabEmirates

ADVOCACYOn a scale of 0 to 10, where 0 is not at all likely and 10 is extremely likely, how likely are you to recommend

[destination] as a holiday destination to a family member, friend or colleague?

Sources: Tourism Australia’s Consumer Demand Project and Quarterly Brand Tracker, 2016/17 / Tourism Economics YE 2016

(20th)

7%

6%

5%

4%

3%

2%

2%

1%

1%

1%

France

Europe

Australia

UK

Italy

SouthPacific

Ireland

Greece

Fiji

Portugal

19%

14%

12%

8%

8%

6%

6%

5%

5%

5%

UK

Italy

France

Germany

Australia

EasternEurope

Brazil

NewZealand

Hong Kong

Spain

24%

17%

15%

12%

5%

4%

4%

4%

4%

4%

France

UK

Italy

Australia

Germany

Spain

Europe

Japan

Greece

Ireland

35%

33%

30%

27%

23%

18%

17%

17%

16%

14%

Italy

UK

France

Australia

Germany

NewZealand

Greece

Spain

Brazil

Scandinavia

3.6

3.3

3.3

2.6

2.3

2.0

1.4

1.4

1.3

1.2

0.7

France

UK

Italy

Germany

China

Spain

India

Ireland

Netherlands

Japan

Australia

DESIRABLEWhat do you consider to be the most

desirable holiday destination in the world?

CONSIDERATIONWhich of the following are you considering

travelling to in the next 4 years?

INTENTIONWhich of the following are you actively

planning to visit for a holiday in the next 2 years?

VISITATIONVisitation derived from Tourism Economics

data YE 2016 Trips (millions)

FASHIONABLEWhich holiday destinations do you consider

cool or fashionable?(Top 3)

THE PROBLEM WE ARE TRYING TO SOLVE

AMERICANS ARE TRAVELLING MORE THAN EVER THOUGH OUR MARKET SHARE REMAINS FLAT

THE TIME IS NOW TO DRIVE INTENTA NUMBER OF CONDITIONS ARE IN OUR FAVOUR…

THE MESSAGE FOR AMERICA:

DUNDEE CAMPAIGN CASE STUDY

NEXT STEPSROLLING-OUT THE

LATEST PHASE FROM OCTOBER 2018

TO BUILD ON THE MOMENTUM OF

PHASE ONE

DUNDEE: VISIT THE SET

$10MCAMPAIGN

TO ATTRACT WORKING HOLIDAY

MAKERS

25% OF ALL VISITORS ARE

YOUTH BUT THEY CONTRIBUTE

46%OF VISITOR SPEND

YOUTH CAMPAIGN TO ATTRACT THE

$4BNWORKING HOLIDAY

MARKET

YOUTH MARKET

21MYOUTH AUDIENCE REACHED

650KVISITS TO CAMPAIGN SITE

330KLEADS TO PARTNERS

AUSSIE NEWS TODAY CASE STUDY VIDEO

WORKING HOLIDAY MAKER – WHERE TO NEXT?

SHARPEN FOCUS ON UK AND

GERMAN MARKETS FOR NEXT PHASE IN MARCH/APRIL 2019

RESEARCH FINDINGS TO

UNDERPIN NEXT PHASE OF

AUSSIE NEWS TODAY BUT WITH MORE OF A

TACTICAL FOCUS

KEY CHALLENGESIN BOTH THE UK, &

GERMANY THERE IS A LOW UNDERSTANDING OF

WORKING HOLIDAYS, & ECONOMIC UNCERTAINTY

IS A FACTOR

ONGOINGQUALITATIVE AND

QUANTITATIVE RESEARCH IN KEY

MARKETS

A$10MSOUTH & SOUTH

EAST ASIA CAMPAIGN TO CHALLENGE

CONSUMER PERCEPTIONS

UnDiscover Australia

UnDiscover Australia Strategy Video

LAUNCH EVENT - INDONESIA

UnDiscover Australia Strategy Video

THANK YOU