UnDiscover Australia - Field of Light, Uluru-Kata Tjuta National Park, Northern Territory © Tourism Australia
In September 2018 Tourism Australia launched a A$10 million campaign in South and South East Asia challenging perceptions and stereotypes of what Australia offers the region’s travellers as a tourism destination.
UnDiscover Australia specifically targeted high value travellers in India, Singapore, Malaysia and Indonesia by showcasing unusual, unfamiliar and unexpected attractions and experiences.
The campaign was part of Tourism Australia's evolving There's Nothing Like Australia campaign and was backed by Australia’s state and territory tourism organisations, airlines and a range of other key distribution partners.
Through influencer collaborations, social media and interesting content juxtapositions, UnDiscover Australia debunked myths to show a different side to Australian travel and uncover experiences that travellers can enjoy beyond the more recognisable icons.
The campaign was supported by an ‘airline marketplace’, an initiative that brought multiple airlines and Online Travel Agents together to offer competitive fares, which helped promote the campaign and ensured the interest in Australia converted to bookings.
View infographics on the myths the campaign challenged for each market:
