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French fashion campaign targets youth market

12 August 2015

Tourism Australia recently partnered with French fashion brand Celio to launch a ‘Longboard’ collection and promote Australia as an ideal youth destination.

The collection featured in 140 stores across France and on a campaign website which received more than 77,000 unique visitors.

Inspiring Australia content was distributed across the Celio stores including point of sale displays and a promotional video to inspire shoppers. A competition in association with tour operator Australie Autrement ran alongside the shop promotion which attracted more than 26,000 participants. The campaign was also supported by social media and branded e-mails sent to 850,000 contacts.

In 2014 France was Australia’s 15th largest inbound market for visitor arrivals, 14th largest market for total visitor expenditure and 11th largest for visitor nights.

Arrivals growth from France reached 118,900 for the year ending March 2015. In the same period, French expenditure hit $743,160.

Growth in leisure visitation from European markets was driven by visitors for VFR (visiting friends and relatives) purposes in the year ending March 2015. VFR arrivals from France increased 18 per cent, while Holiday arrivals increased just one per cent.

For more market performance information, read the latest Market Profile and Quarterly Market Update.