Destination Marketing Tips Learnt from Tourism Australia
1. Use of Data
To gain efficiency and relevancy, data is necessary in destination marketing, which means that the destination marketer is utilizing data insights to define and control what messages are sending to consumers, so as to prepare messages in a more efficient and targeted way. As Tourism Australia has established data sharing agreements with Virgin Australia and Qantas to acquire first-hand information, it can understand who has booked a trip to Australia and who hasn’t. Those two variables indicate two very different way in the purchase funnel.
2. Innovative Campaign
Tourism Australia relaunched one of the most successful campaigns - 'Best Job In The World' campaign - in 2013 and this time 6 jobs were open, with a six-month contract and a £67,000 package for each. The competition originally kicked off in 2009 and was a huge publicity hit for Tourism Queensland. The post of encouraging people to act as a caretaker on the Great Barrier Reef's Hamilton Island attracted more than 35,000 applicants. They launched their campaign online, and let the crowd provide most of the content. The campaign was designed to focus on earning media coverage rather than buying media coverage.
3. Fuel with New Technology
Recently Tourism Australia has unveiled its new global marketing campaign with the fuel of virtual reality technology. The focus of the campaign falls on how a traveler feels while he/she is enjoying holidaying in Australia, with the spotlight on beautiful coasts and underwater tourism products from across the country.
4. Excellent Social Media Operation
Tourism Australia will promote specific posts that are gaining much attention on its social media sites and meanwhile creating stories of general interests from around the world. Social media fans are also invited to post images of Australia on the social media platform. The Tourism Australia social media team maintains and operates the account based on the fact that Australia is a naturally appealing destination and the scenery there should be conveyed and delivered to audience via vivid images. Fans tend to post more Australia photos with the understanding that Tourism Australia may use these images for promotion. An eye-catchy photo may get thousands of likes, shares, and comments in a short time. Also, this gives an opportunity for the photographers (both amateur and professional) to showcase their work, and for the fans to share their holiday moments.
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