Do you remember the ad that saw Lara Bingle soar to stardom in 2006? Her debut in the ‘Where the bloody hell are you?’ ad campaign saw her cover the headlines of international press, and not always for good reason. This iconic ad is an example of Australian tourism marketing.
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Ten years on, we are still selling Australia and it’s beauty to international visitors…
You see, the aim of tourism marketing is simple: To attract more visitors to the state, increase their length of stay and encourage them to spend more money. So year on year, tourism marketers work to develop campaigns that will drive these objectives.
What is the industry about?
Working in the tourism marketing industry will see you working on publicity campaigns and special digital, social media and event promotions that aim to make Australia top of the list for travellers! It’s a pretty great gig.
It can’t be THAT hard to sell Australia, can it?
Surprisingly, at a consumer level (consumers are potential tourists) international audiences have quite limited knowledge of what to do and see in Australia – but they are motivated by nature experiences and iconic destinations such as Uluru, the Great Barrier Reef and Sydney. So, to leverage consumer interest in Sydney and attract more visitors to the State, Destination NSW’s primary focus in international markets is to promote Sydney and close surrounding regions such as the Hunter Valley and the Blue Mountains.
So while selling the BIG attractions of Australia may be easy (a picture does, in fact, tell a million words) the difficult job of tourist marketers is to bring audiences to new regions. Which can be tricky.
Events play a strong role in increasing increasing destination awareness and intention to visit. They can be the reason for visitors to “act now” and book travel; they also encourage repeat visitation for those looking for something new and different. For this reason, tourism marketers will fill the calendar year with events like Vivid, the Iconic New Year’s Eve firework show or even The Olympics, to drive tourism.
What does a day in the life look like?
Like any other marketing role, you need to have a clear understanding of your potential business, its different elements, who your ‘typical’ customer will be, as well as the level of service or standards you intend to provide. Basically, your job is to research and really understand the motives for tourism in our country, and then investigate how you can deliver this to the audience.
Market research is an ongoing and significant aspect to all the role, and you will need to enjoy looking at behavioural data to that can give you insight into the particular desires of the market, and problems or opportunities in the industry.
Another big part of the role is deciding the right channels to that should be used to distribute the ads. In your role you will work with particular distribution channels both nationally and internationally — including retail travel agents, wholesalers and Inbound Tour Operators (ITOs) to see that the right people, see your ads.
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