Tourism Australia to launch new campaign for mature tourists

Tourism Australia has announced that it is planning to launch a new tourism campaign to focus specifically on those travellers over 50 years of age.

The department said that the next phase of its ‘There’s Nothing Like Australia,’ campaign, it would target those above 50 years of age. It will be a global campaign and offer premium tourism opportunities. The department is to launch the GBP1m campaign in the UK on September 17. The event is to be partnered by Australian airline, Qantas. The campaign will involve television advertisements and awareness through online, mobile and print media.

The tourism department said that it was deliberately focussing on premium services to target potential tourists in the over-fifty age bracket. This is because that age group includes individuals who are prepared to spend more to receive better and more exclusive services. They are also less inclined to adventure, and prefer their trip to be well planned without last-minute surprises. People in that age group are also inclined to want the best that a holiday can offer, so the department is to showcase high-end tourism options.

Rodney Harrex, Tourism Australia regional general manager for the UK and Northern Europe, said, ‘This new campaign creative clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest. When we first launched [the campaign] in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences. We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50 to 69 – to make this the year they travel to Australia.’

Among the attractions that are being promoted for the campaign are the Bungle Bungles in The Kimberley, Sydney harbour, Uluru or Ayers Rock, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania, and South Australia’s Kangaroo Island.

Organisers said that the campaign will run until 28 October, and will be rolled out to 18 of Tourism Australia’s key global markets by the end of the year.