Marketing of Australia by its Destination Marketing Organisation (DMO), Tourism Australia.
Author
BUTSM 1501
Introduction to Tourism
[]
Paula Trotter Assessment task concerning the marketing of Australia by its Destination Marketing Organisation (DMO), Tourism Australia.
Executive Summary
The purpose of this report is to examine the effectiveness of the Destination Marketing Organisation, Tourism Australia, in marketing Australia as a tourism destination in relation to three critical success factors; marketing research as an integral activity, targeting the right type of tourist, as well as promoting unique tourism features, clear images, and a solid brand. There is also a comprehensive analysis of two more recent campaigns, ‘So Where the Bloody Hell are You?’ and ‘There’s Nothing Like Australia’ in relation to the three success factors mentioned above. Through an extensive amount of research and exploration, this report has detailed material in regards to what the basis of each of the campaigns were, what market research was conducted, and what the specific type of target tourist that each of the campaigns had. The results showed that the more recent marketing campaign ‘There’s Nothing Like Australia’ was more successful than ‘So Where the Bloody Hell are You?’ due to having higher international visitor numbers following the release of the campaign for both the year immediate of release as well as the year following that. This showing that as a Destination Marketing Organisation, Tourism Australia is effective, and as time continues on, their campaigns are becoming more specific and better suited to the targeted market.
Table of Contents
1. Introduction
The international marketing of Australia is done through the Destination Marketing Organisation of Tourism Australia. How effective the Destination Marketing Organisation of Tourism Australia is can depend on the number of international travellers arriving in Australia each year in response to the marketing camping that is running at
BUTSM 1501
Introduction to Tourism
[]
Paula Trotter Assessment task concerning the marketing of Australia by its Destination Marketing Organisation (DMO), Tourism Australia.
Executive Summary
The purpose of this report is to examine the effectiveness of the Destination Marketing Organisation, Tourism Australia, in marketing Australia as a tourism destination in relation to three critical success factors; marketing research as an integral activity, targeting the right type of tourist, as well as promoting unique tourism features, clear images, and a solid brand. There is also a comprehensive analysis of two more recent campaigns, ‘So Where the Bloody Hell are You?’ and ‘There’s Nothing Like Australia’ in relation to the three success factors mentioned above. Through an extensive amount of research and exploration, this report has detailed material in regards to what the basis of each of the campaigns were, what market research was conducted, and what the specific type of target tourist that each of the campaigns had. The results showed that the more recent marketing campaign ‘There’s Nothing Like Australia’ was more successful than ‘So Where the Bloody Hell are You?’ due to having higher international visitor numbers following the release of the campaign for both the year immediate of release as well as the year following that. This showing that as a Destination Marketing Organisation, Tourism Australia is effective, and as time continues on, their campaigns are becoming more specific and better suited to the targeted market.
Table of Contents
1. Introduction
The international marketing of Australia is done through the Destination Marketing Organisation of Tourism Australia. How effective the Destination Marketing Organisation of Tourism Australia is can depend on the number of international travellers arriving in Australia each year in response to the marketing camping that is running at
References: Cox, C., & Wray, M. (2011). Best Practice Marketing for Regional Tourism Destinations. Journal of Travel & Tourism Marketing, 28 (5) Gallon, S., & Winter, C There’s Nothing Like Australia - via Mumbrella (2010) Retrieved May 20, 2013 from https://w ww.youtube.com/watch?v=qpn6ijA8rrY Tourism Australia Tourism Australia. (n.d.). There’s Nothing Like Australia – Travel Photos & Experiences, Retrieved May 20, 2013 from http://www.nothinglikeaustralia.com/ Tourism Australia USA Tourism Australia. (2010) There’s Nothing Like Australia – Phase One. Retrieved May 20, 2013 from http://new.tourism.australia.com/media/8260-3295.aspx Tourism Australia Tourism Australia. (2012) Next Phase of Campaign Rolled out Across the Globe. Retrieved May 20, 2013 from http://new.tourism.australia.com/news/industry/industry-717.aspx Tourism Australia Weaver. D., & Lawton. L. (2010). Tourism Management (4th ed.) Milton, Australia: John Wiley & Sons Australia