Australia’s Tourism Campaigns Win Accolades Because of Social Media Marketing and Brand Excellence
Australia’s tourism brand campaign called Restaurant Australia received a prestigious award for Brand Excellence from the CMO Asia Award in the sector of Services, Travel and Tourism and Hospitality. The award giving body is on its sixth year and this year, it was held in Singapore. The board of tourism in Australia also received the Certificate of Merit because they promote the best experiences of the country during the 2015 ICC World Cup through their campaign “Straight Drive to the WONDERS DOWN UNDER”. Also, another campaign of the country “Inspiring Million Aussie Holidays” has been awarded as the Best Use of Social Media Marketing and Best Use of Linkedln. These awards were given by the OMD Worldwide to the representatives headed by the Tourism Department of Australia that initiated the three campaigns in the country of India.
The country manager of India and Gulf, Nishant Kashikar said that they were honored to receive the award for being innovative in marketing initiative. They also expressed that they were pleased as the campaign created a big impact to the travellers of India. With this, Indian tourists in Australia are increasing; this is a testament that an excellent marketing campaign coupled with impactful visuals can create an immediate connection to the targeted audience. Australia said that they are looking forward to welcome more and more travellers from India as guests to experience the beauty, culture, warm hospitality and diversity of the country.
According to the Managing Director of OMD, Mamatha Morvankar, winning prestigious awards is an indicator that the work struck the consumer’s right chord. In terms of launching of the Restaurant Australia to the media, they showed the Masterchef Australia, at the same time layered it with various renditions across different media. The partnership with Linkedln was not only based for strong consumer insights but includes the platform which is most suitable so that they can reach out to affluent corporate consumers.
The increasing number of Indian tourists in Australia means that the efforts made to promote Australia’s tourism was able to connect to the right people and in a manner that is engaging.
The award giving body of CMO Asia Awards has been recognizing excellence in the fields of marketing and branding and the jury for this year is composed of renowned names in the marketing industry. From the tourism campaign, Australia was able to record a 19% increase of Indian tourists in January-June 2015 or 220,000 tourists. Currently, India is at the 8th spot of the highest Inbound Tourism market in Australia.