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Tourism Australia's aquatic an...

Tourism Australia's aquatic and coastal campaign a hit in America

Tourism Australia's new aquatic and coastal campaign has had an excellent response so far from the American market.

According to the national tourism agency's chief marketing officer Lisa Ronson, the campaign is exceeding expectations ever since its launch in New York on Australia Day, earlier this year.

Spearheaded by an advertisement with a voiceover from actor Chris Hemsworth, it shows some of the highlights of the country's coastal regions and the different aqua-life experiences tourists can enjoy there.

It has been found that US consumers are more likely to consider travelling to Australia for a holiday since the campaign began.

This is adding a huge amount of momentum to the country's tourism market, which is already growing quickly.

Ms Ronson has said that it is pleasing for her and Tourism Australia to see new creative assets performing so well and it is hopeful that the advert will see a good return on investment.

She said: "This is about giving US customers and potential travellers to Australia a deeper, more immersive experience of our destination. The response so far from the activity we've rolled out in the US has been fantastic."

The advert featuring Hemsworth's voice has been posted to Tourism Australia's Facebook page and widely distributed among its users. These have been supported by a range of 360-degree videos, which have shown yet more features of the country's coastal regions.

Ms Ronson commented that Facebook has been instrumental in the success of the campaign, as it has allowed consumers to see what it's like to be in Australian waters.

She feels that the 360-degree footage has been particularly good for this, as these posts have received the most engagement and seem to be inspiring people to look at booking a holiday in Australia.

Of these videos, the most popular show wildlife and deeper immersive experiences that visitors wouldn't find in other places.

Since the launch of the campaign, there have been more than ten million views of the broadcast advert and 360-degree assets across Facebook, YouTube and Australia.com, which has boosted the overall success of the There's Nothing Like Australia campaign.

All information provided is of a general nature only and does not take into account your personal financial circumstances or objectives. Before making a decision on the basis of this material, you need to consider, with or without the assistance of a financial adviser, whether the material is appropriate in light of your individual needs and circumstances. This information does not constitute a recommendation to invest in or take out any of the products or services provided by SMATS Services (Australia) Pty Ltd or Australasian Taxation Services Pty Ltd.

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