Integrated Marketing Communication in tourism in Australia

Thèmes abordés

Integrated Marketing Communication, tourism in Australia, tourism, Australia, tourists, trip to Australia

Résumé du document

Today, Australia is ranked 42nd in term of global tourism with 5.9 million of arrivals . However, it ranks eighth overall for average spend per visitors which indicates Australia's goods and services are positioning as premium tourism offerings. Around 70% of visitors come to Australia for leisure. Its 3 largest market are China, United Kingdom and New Zealand.

Extraits

[...] This medium will be determinant to help us clarifying some points and propagating ideas about traveling to Australia. In addition, our target market will feel engaged as Facebook facilitates interactions between users as well as word of mouth. It is a form of marketing activation, as we want to involve as much as possible our target market. This tool, underused today, is a good way to attract our target through dynamic experiences. This activation will also be present in our magazine advertisements. [...]

[...] The television campaign aims at making the audience realize what experience they could live in Australia. The beginning of the advertising shows a character that seems to have hallucinations maybe due to overload of work and pressure. The parallel between the reality of their routine life and the exciting and adventurous life Australia can offer aims at making them feel they need this. The sequences are shown in a dynamic way that suggests that adventure never stop and that there is always something to experiment in Australia, that you will never get bored. [...]

[...] While favorite activities are shopping and sightseeing, visitors also look for nature and culture-based experiences. The weakness of the country is the administrative procedures to enter the country. Consumers: French and holidays In response to the financial crisis, we have observed a decrease in departures among French over the last few years. In of French traveled for personal purpose. However in 2012, only 53% planned to leave for holidays[2]. Researches also showed an increase of hesitation and consequently an increase of last minute booking and departure. [...]

[...] New medium: Internet The World Wide Web allows us to realize mass communication; however, we will attract on it the most relevant market thanks to the use of our interactive billboards as well as the giant box. Facebook will enable us to target a clustered audience with a defined message, which is in our case an invitation to create their own video. Thus, people will play an active role in the communication process. It will pull information from them rather than pushing it, as we can find with traditional media. [...]

[...] Event marketing tools We can't consider this box as a media: it is a tool in event marketing. This communication tool definitely indispensable in our campaign, as it will invite those who decided to enter into it to get more engaged in this experience by liking the Facebook page. People will be tempted to enter into this box as they will have no idea of what is inside it. We want to provide to people a unique experience, full of interactions to keep them willing to play the video competition on Facebook with us after the exposure of this box in the four locations four months later. [...]