7 October 2015

Australia’s aquatic and coastal highlights to feature in new campaign

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Tourism Australia has kicked off filming for a new advertisement featuring some of Australia’s most iconic aquatic and coastal areas. The ad forms part of the organisation’s $40 million multi-platform marketing campaign which will roll out across Australia’s key international markets in the new year.

Filming began last week at Katherine Gorge in the Northern Territory before moving to the Great Barrier Reef, with shooting taking place this week in Queensland’s Whitsundays and Gold Coast with a further eight locations to follow.

Tourism Australia Managing Director John O’Sullivan said the new campaign presented a huge marketing opportunity by tapping into the fact that 70 per cent of Australia’s international visitors took part in an aquatic or coastal experience as part of their trip.

“Water is a huge part of the Australian way of life, whether it be catching a wave, swimming, beach cricket, snorkelling and scuba diving, marvelling our amazing marine wildlife or eating our incredible seafood.

“We know our offering in this area is strong but we also know that we face increasingly stiff international competition from countries such as South Africa, Hawaii and the USA, who are all raising their game.

“Whilst these aquatic and coastal experiences have always been an important part of the Australia story, they’ve never before taken centre stage. This campaign will do just that, by putting aquatic and coastal Australia on the main stage,” Mr O’Sullivan said.

Selected in conjunction with State Tourism Organisations, the 12 sites to feature in the marketing campaign are: Great Barrier Reef, Gold Coast beach and Whitehaven (Queensland), Lake Burley Griffin (ACT), Sydney Harbour and surrounds (NSW), Katherine Gorge (NT), swimming with dolphins and swimming with sea lions (South Australia), Three Capes Track walking (Tasmania), 12 Apostles (Victoria) and Fremantle, Cottesloe and Rottnest Island (WA).

Find out more about Tourism Australia’s aquatic and coastal strategy.