‘Signature Australia’ campaign launched to largest US travel network
11 November 2015
Tourism Australia launched a targeted campaign this month to Signature Travel Network, the largest retail travel network in the USA with more than 6,000 agents, four million consumers and sales in excess of US$6 billion.
The 2015-16 promotion, which will run through to June next year, highlights Australia’s food and wine, indigenous journeys as well as coastal and aquatic experiences and links up with preferred wholesale partners.
Visit Victoria, Tourism WA and Tourism NT have partnered on the campaign and committed additional investment for exclusive regional marketing features.
The campaign will be the fifth consecutive ‘Signature Australia’ campaign. Extensive destination training with a focus on growing the Aussie Specialist network is key to this year’s promotion supported by an integrated marketing plan including digital and print assets for consumers.
Tourism Australia’s US-based team attended the Signature Travel Network National Conference in Las Vegas (5 - 7 November), where they participated in agent training appointments, a destination reception and agent trade show.
The USA is Australia’s fourth largest inbound market with 585,200 visitors for the 12 months to September 2015, an increase of 8.9 per cent over the previous 12 months.