Client: Tourism Australia/Emirates
Tourism Australia (TA) and Emirates Airline have partnered on a national advertising campaign encouraging Brits to travel to Australia for a rejuvenating holiday experience.
The campaign runs from 7 September to the end of October and for a month next year, highlighting the convenience of flying to Australia from a range of regional airports with Emirates’ one-stop services via Dubai. The airline offers departures from Heathrow, London Gatwick, Birmingham, Manchester, Newcastle and Glasgow.
The advertisements promote a lead-in fare of £580 to Perth (inclusive of all taxes and charges, and applicable from all UK departure points), and directs consumers to visit .australia.com/emirates or to contact their local travel agent.
The campaign is part of a £2 million plus spend that TA and Emirates will use to promote Australia this year – nearly double the combined advertising investment that was committed last year.
The campaign will include regional radio, print, online and outdoor activity, with executions focusing on the transformative power of a holiday in Australia.
It is the first time TA and Emirates have included radio in their advertising campaign. The 40-second radio spots will run in catchment areas around each of Emirates’ UK departure points (Heathrow, London Gatwick, Birmingham, Manchester, Newcastle and Glasgow), reaching more than 4 million people.
The outdoor component features rail and roadside 48-sheet formats across the country including Transvision screens in key locations.
There will also be a 20-page supplement in The Mail on Sunday which will provide engaging content to inspire consumers to take their next holiday in Australia flying with Emirates.
“Following on the success of the last co-operative campaign, we are delighted to be working with Emirates again to promote Australia’s tourism credentials, and to make the destination accessible to holidaymakers by raising consumer awareness of the airline’s regional departure points,” said Tourism Australia, Regional General Manager UK/Europ, Rodney Harrex.
“The use of regional media, ensuring the messaging is targeted to the local audience is a crucial element of this campaign. Given the current economic climate, it is critical for Australia to be active in the market and we remain committed to keeping the destination top of mind in consumers’ minds.”
Vic Sheppard, Emirates’ Vice President UK & Ireland, added that Australia was a very significant part of the airline’s global network.
“This wide-ranging campaign with our partners at Tourism Australia will play a major role in introducing more UK travellers to the convenience of our 63 weekly flights to Australia from their local airport,” Sheppard said.