Friday 11 September

Two new USA campaigns target Australia

Kirk Demeter's travel organisation Down Under Answers launches their "I love Aussie" campaign in association with key partners Tourism Queensland. This is a grass roots campaign, selling the key icons of Australia that Americans want to visit. The objective of the campaign is to promote an affordable value-priced air/land vacation to North American consumers to motivate them to book now. All itineraries naturally feature Queensland with the Great Barrier Reef and World Heritage Daintree Rainforest as high priorities.

The second major new campaign is aimed at the USA Youth in association with Tourism Australia. This campaign is targeting 13 million young adults 18 to 30. Tourism Queensland is a also a partner in the Tourism Australia USA Youth campaign, in conjunction with STA Travel. The goal of this campaign is to drive student / youth travel to Australia. The campaign will promote compelling reasons to travel to Australia by leveraging the Working Holiday Visa (WHV) and youth travel ‘passion point’ events and interests (for example, music, nature and adventure experiences, volunteer abroad.) STA Travel are working on the product selection and the Tourism Australia website will supply all the details as soon as completed.

Editors comments - Targeting the youth markets makes sense because the global crisis tends to be ignored, regardless of its seriousness, by a young market determined to travel and break free to broaden their minds and experiences. Bring 'em on over, work 'em hard and let them loose back to the USA to spread the word that Australia is indeed the land of paradise that will satisfy a new "American Dream".