04-07 market focusv2 8/12/08 15:25 Page 4
Market Knowledge
Starring
roles
The ‘Hollywood effect’ is set to
boost the region in challenging
times, says DAVE RICHARDSON
Y
ou might think the destinations Described as “an epic and romantic action
furthest from the UK would suf-
UK
adventure”, Australia stars Nicole Kidman and
fer most in a financial crisis,
visitors to
Hugh Jackman. It tells the story of an English
but Australia and New Zealand aristocrat who meets a hard-bitten local and
are strongly placed to ride the
Australia
goes on a “transformational” journey at the
economic storm. outbreak of World War Two.
were down by 7% to
The theme is taken up in Tourism Australia’s
PROMOTION
682,000 in the 12 months
television advertising, showing people who are
The release of a major new film called
to August 2008
stressed and disconnected from their loved ones
Australia on Boxing Day is perfectly timed for but who find release by visiting the country.
Tourism Australia, which is using the same film Tourism Australia is ensuring agents are well
maker, Baz Luhrmann, to create its ad campaign. placed to handle enquiries arising from the film,
with a new movie module on the Aussie Specialist
Programme. It covers Movie Essentials, Outback,
Romantic Australia, Aboriginal Australia,
Adventure Australia and Australian Journeys,
including locations where the film was made.
General manager UK and Europe, Rodney
Harrex, says: “The market is soft but we are con-
tinuing to invest heavily for when it comes back.
“We have 54% repeat visitors, and the adverts
show how visiting Australia can transform you.
Our message is, ‘you’ve seen the movie – now do
the destination’.
“The film is a major opportunity for agents to
cash in on the interest that will follow.”
While Australia is spending about the same
amount as last year, Tourism New Zealand is
spending £2.8 million on UK promotion in
2008-09, a 75% increase.
British holidaymakers take a starring role in the
adverts, with eight 40-second slots featuring 22 of
them talking about their holiday experiences. The
The tourist board hopes Australia, adverts – with the tagline “What do you say UK?” –
starring Nicole Kidman and Hugh run alongside the successful 100% Pure New
Jackman, will boost visitor numbers Zealand campaign.
Footage has been made available to tour
4
TTG Knowledge AUSTRALASIA December 2008
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