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The Asian Cup 'is about to get more beautiful'

Tourism Australia commenced filming of a new ad on Queensland’s Gold Coast last week as part of its marketing efforts around next year’s Asian Cup, which is to be hosted in Australia.

The creative will be used as part of international travel agent campaigns in three key target markets - China, South Korea and Japan - to increase awareness of the Asian Cup and of what Australia has to offer as a holiday destination to both football and non-football fans.

The theme of the campaign - ‘The beautiful game is about to get more beautiful’ - plays on the backdrop Australia will provide for the tournament.

It will star five up-and-coming players from John Paul College and the Olympic Football Club in Brisbane, each wearing a jersey representing a participating Asian Cup nation, having a friendly kick around on Queensland’s iconic Main Beach.

Tourism Australia Managing Director John O’Sullivan said the new campaign aimed to reinforce Australia's international reputation as a top class host for major sporting events and also as a great destination to visit.

“With 500,000 spectators - more than 30,000 of them from overseas - expected to attend the tournament, and with an additional potential reach of 2.5 billion television viewers, this campaign is a fantastic opportunity to promote Australia as a great holiday destination to visit amongst our fastest growing and most valuable international inbound tourism region,” Mr O’Sullivan said.

The campaign will include print, digital and broadcast coverage and is planned to launch late October or early November.

Fast facts:

  • Almost 100,000 international visitors travelled to Australia specifically to attend a cultural or sporting event in 2012-13. Fifteen per cent of all international visitors (898,400) attended a cultural or sporting event during their trip in 2012-13. These visitors generate higher yield, staying longer and spending more than twice the average of all international visitors.
  • PricewaterhouseCoopers have estimated that the GDP impact from hosting the Asian Cup could be as much as $23 million

Find out more about international visitor arrival key trends and results by market.