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Tourism Australia wins industry awards

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Tourism Australia has won two industry awards for the global There’s Nothing Like Australia campaign. The campaign took out the grand award for overall marketing and the gold award for its interactive website in the Pacific Asia Travel Association (PATA) Gold Awards. Tourism Australia’s managing director Andrew McEvoy said the campaign has been an overwhelming success. "Winning awards is nice but it’s important tourism campaigns work-and this one is [working]. Australia’s inbound tourism achieved solid growth of 6 percent last year despite major economic challenges in many of our key overseas markets-a very credible achievement when many of our competitors have suffered declines." He credited the involvement of Australians in the campaign as crucial to its success. "These awards are really a pat on the back for the people of Australia, who brought their country to life by sharing their favourite Australian place or experience with the world." The campaign began as a consumer-generated promotion, with Australians uploaing nearly 30,000 stories and images to www.nothinglikeaustralia.com to highlight their favourite aspects of Australia to an international audience. The website attracts more than 1 million unique visitors each month. Twenty-six of Tourism Australia’s 33 overseas markets are now running a campaign website in the local language. So far, international visitors have uploaded nearly 5,000 photos illustrating their experience of travel in Australia. Collectively, more than 3 million unique visitors look at the site each month. The awards ceremony will be held in China in April at the PATA 60th Anniversary and Conference.

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