THE Western Australian Tourism Commission is planning the fourth phase of its successful Elle Macpherson advertising brand campaign which will run between next year and 2001.
This follows the completion of a £553,000 three-week TV campaign in September under the label of ‘Holidays of an Entirely Different Nature’, in which the super-model is seen on Western Australia’s Cable Beach. The brand exercise has now been running for just over two years since its initial launch in September 1997.
The theme will be reinforced at World Travel Market, supported by the lowest-ever Qantas peak fare to Perth of £569 return, which includes stopovers and taxes. This rate, offered through Bridge The World, applies for departures up to December 9 and between April 16-June 30 2000.
Vince Laurella, WATC regional manager UK/Europe, said: “Our integrated direct-response campaign has yielded tremendous results which we have measured through calls to the Australian Tourist Commission Helpline.
“Over a 12-month period to June 1999, Western Australia became the most widely enquired about region, fielding 27.7% of total calls, compared to 11.6% a year ago. One third of these enquiries also became firm bookings.”
Laurella claimed the Cable Beach advertisement has pushed up consumer recognition of the region by 32%, resulting in a major focus on the area’s coastal resorts and outback adventure touring, as well as the Margaret River wine region.
The TV commercials were shown across ITV, Channels 4 and 5, and during Sky Travel shows, and supported by a tactical, price-driven campaign in the national press.
WATC sales manager UK/Europe Stephanie Lang added: “We also plan to support an ATC/Singapore Airlines’ national press campaign early next year to back up a planned TV campaign by the two partners.
“On the trade front we will continue to support the ATC’s Aussie Specialist training programme next year as well as our own retail training schemes.”