THE Australian Tourist Commission is sharing a new-look World Travel Market stand with 17 partners under the theme of ‘Australia 2000 fun and games’.
The new branding is part of the commission’s global marketing concept for the next 12 months that will be unveiled at Earl’s Court next week.
ATC business development manager, UKand Ireland, Jo Williams said: “The campaign name is not targeted specifically at the Olympic Games in Sydney next year.
“The whole strategy is to try and create a feeling of excitement and the buzz you can get from booking Australia as a unique place for a holiday. We want to get over the message that Australia is a fun destination and a great place to be in 2000.”
Two major UK trade and consumer campaigns with airline and tour operator partners will be based around the new theme from early next year.
Details have not yet been finalised, although these will be supported by a TV advertising campaign in January and February in the London and southeast regions.
Williams said: “We will also run the fun and games theme throughout all our major consumer communications and trade marketing efforts next year.”
The ATC and its destination delegates will be hosting a lunch for key trade and retail partners on the stand on Monday to highlight the new brand.
Australia’s delegation will be in a buoyant mood, with attention focused on the benefits of staging the ABTA Convention in Cairns at the end of this month and the run-up to the Olympic Games in Sydney next September.
Equally important is the increased amount of brochured products being launched on the UK market over the next few weeks.
Operators coming out with new dedicated programmes next year include Hayes and Jarvis, Classic Connections and Tradewinds, while Gold Medal Travel has doubled the size of its Australia programme.
Another boost is the return of Qantas to the ATC stand for the first time since 1994, while Flag Choice Hotels also comes back to promote its expanded accommodation brands.
Williams said: “We are very pleased that Qantas has returned – it is a natural partnership and the appearance of our national carrier gives Australia a stronger branding.
“The strength of sterling against the dollar has also helped to improve confidence in the market.”
New Australian exhibitors include the Stamford Hotels group and Couran Cove, a new eco-resort near Brisbane which is being heavily promoted in the UK.