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Australia Tourism Case Study,[object Object],RemiEid @26541,[object Object]
Define brand personality? ,[object Object],Is a distinct part of our brand. ,[object Object],It describes the human characteristics that we associate with our brand. ,[object Object],These characteristics are emotionally driven and they relate to how we represent our brand to our target audience.  ,[object Object]
What is the target market of the Tourism Australia in two words?,[object Object],Tourism Australia’s target market: -,[object Object],Experience Seekers: can be found among all age groups, income levels, and geographic locations. ,[object Object],To assist with our global marketing efforts, Tourism Australia takes a segmented approach, allowing our messages to be appropriately targeted to various life stages and mind sets. ,[object Object],In each segment, there is an emphasis on attracting first time visitors.,[object Object]
Visualize this target market, by using visuals from the website of the campaign?,[object Object]
Identify the consumer segments AND tell how the campaign will unify these different segments?,[object Object],The Youth Segment:,[object Object],This segment is made up of people aged between 18 and 30 years, commonly referred to as Generation Y.,[object Object],The Family Segment:,[object Object],When planning their holiday, this price conscious segment, look for destinations offering accessibility, safety and value.,[object Object],The Holidaymaker Segment:,[object Object],Holidaymakers are driven by a desire to experience diversity and different cultures.,[object Object],The Honeymoon Segment:,[object Object],This segment is found in some of the Eastern markets and also France and Italy.,[object Object]
The Experience Seeker,[object Object],A core element of Tourism Australia’s strategy is to target a high yielding consumer segment. ,[object Object],Tourism Australia has identified common segments across different cultures that would be receptive to the Australian experience and called them the Experience Seeker. ,[object Object],This target market is highly predisposed to Australia’s offer and is more likely to stay longer, spend more and disperse to regional areas.  ,[object Object]
 Define “Experience Seekers”?,[object Object],They are, by definition, looking for unique, involving and personal experiences from their holidays. Using psychographic research, studies find how travelers think and feel to determine the personal factors that influence them to travel. ,[object Object],They are long haul travelers who are less affected by the traditional barriers to travel of distance, time and cost. ,[object Object],They are more informed, interested and curious about potential travel destinations. They constitute around 30 to 50 per cent of all potential long haul outbound travelers from our key source markets. ,[object Object],They can be found among all age groups, income levels and geographic locations. ,[object Object]
Define psychographics by two key words?,[object Object],Psychographic research finds how travelers think and feel to determine the personal factors that influence them to travel,[object Object]
What is the key slogan/tagline of the campaign?,[object Object],“There’s nothing like Australia”,[object Object]
Identify the message strategy in One word? Please use visuals if possible.,[object Object],Personal ,[object Object]
Describe the activation and involvement devices of Australians?,[object Object],Tourism Australia’s new campaign has been built with the involvement of the Australian people to share their favourite Australian place or experience with the world. ,[object Object],Their research told them that Aussies want to help promote Australia to people overseas. ,[object Object],With that in mind, their new campaign was developed to involve Australians, because they are the experts on what makes Australia unlike anywhere else.,[object Object]
How many stories and images do Australians upload? ,[object Object],Australians proved their enthusiasm for promoting their country by uploading nearly 30,000 stories and images to www.nothinglikeaustralia.com , making it one of Australia's most successful consumer-generated promotions ever. ,[object Object]
Please identify the phases of the campaign and name/frame them in ONE word?,[object Object],Phase one: Australians were invited to share their personal stories of where they live and holiday in Australia, to show the world why they should visit. ,[object Object],Phase two: Tourism Australia used all the entries to create an interactive digital map of Australia, made up of all the things Australians think are special about our country. ,[object Object],Phase three: includes localised campaigns for use in Tourism Australia’s international tourism markets.,[object Object],Standardization ,[object Object]
Which expressions of the Australian culture are visible in the logo?,[object Object],The kangaroo in the logo symbolizes the Australian culture,[object Object],The sun rise in the logo reflects the colors to which the sun rises and sets in the deserts of Australia,[object Object]
In a checklist style, please identify the media mix?,[object Object],The site was launched on 31 May 2010, alongside:,[object Object],[object Object]
plus a video piece, suitable for broadcast in cinemas, television and online.,[object Object]
Which advertising appeal do the campaign use? ,[object Object],The advertising appeal that is used in the campaign is emotional appeal,[object Object]
Do the two motifs of the logo reflect the slogan/tagline?,[object Object],Yes, and this is reflected through the kangaroo and the use of the sun,[object Object]
It is NOT creative unless it sells. Do the CAN elements of creativity apply?,[object Object],Yes, we can find connectedness, appropriateness and novelty reflected through all this through the ads,[object Object]
Please identify the executional framework in the creative ad?,[object Object],They used dramatization ,[object Object]
The End,[object Object],Any questions?,[object Object]

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Australia Tourism Case Study

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