ATC campaigns target record arrivals in 2001

Marketing strategy

ATC campaigns target record arrivals in 2001

Report by TERESAMACHAN

Turning massive worldwide exposure into record visitor arrivals for next year and beyond is the main focus for the Australian Tourist Commission at this year’s World Travel Market.

Helping ATC to achieve this goal are 17 partners that will be on the 84sq metre stand, flagged up by surfboards and waves. Qantas is the main sponsor.

Key messages that ATC hopes to convey are that the country can be experienced in as little as two weeks, and also that achievable and enjoyable itineraries can be built around a two-region visit.

The Internet will also play a strong part in the ATC’s post-Olympics strategy. An aggressive £2 million direct-marketing campaign includes the revamp of the ATC’s Web site, found at www.australia.com, with the aim of delivering in excess of 20 million pages to more than 2.8 million users before next June.

Web usage on www.australia.com during the Olympics increased by 400% on last year throughout Europe, based on the period September 13-October 2, 2000. Sixty campaigns will be rolled out across Europe until next June, involving over 194 tourism and non-tourism partners.

The ATC/Qantas/Western Australia TV campaign began in the UK on September 24. The £700,000 campaign ran for four weeks and was followed by a six-week press and mail drive.

There will be a move away from TV advertising in January to more print-based campaigns. Singapore Airlines and Qantas will remain the major airline partners in the region.

Teamwork: looking forward to a successful WTM, from left, are Jenny Gavigan, Qantas; Madeleine Elliott, Flag Choice Hotels; and Jo Williams, Australia Tourist Commission