Retailers can leverage off Australia top 100 campaign
Retail agents are invited to leverage off the consumer interest expected by Tourism Australia's 'top 100 experiences' campaign which was launched on Australia Day on January 26. The top 100 list of amazing Australian experiences is a New Zealand led extension of Tourism Australia’s global ‘Nothing like Australia’ campaign presented for Kiwis by fellow Kiwi 'experts' revealing 100 of Australia’s best experiences.
Stella Travel Group's Harvey World Travel and United Travel are the retail partners for the tactical 'beyond the gateway' campaign in association with Qantas.
The ‘must do’ 100 will be revealed throughout the campaign when New Zealand consumers will have a chance to win one of four $10,000 Australian holidays by voting for their favourite experiences. The final list of Kiwis’ top picks will be revealed at the end of phase one of the campaign in early March.
This online consumer competition is supported with a comprehensive media campaign which Tourism Australia will be rolling out nationwide and includes some of the country's top websites such as trademe, stufff.co.nz and Facebook. The campaign will include press ads with an advertorial flavour sharing some of these 100 amazing experiences as told by local experts and travel writers. There will also be 700,000 post cards dropped into 'select' letterboxes nationwide.
A sample of the experiences shared by Kiwi experts includes Jungle Surfing in the Daintree Rainforest, Bay of Fires Walking in Tasmania, teeing off on the longest golf course in the world and getting lost in Melbourne’s laneways.
The diverse range of experiences with specific appeal to Kiwis has been categorised into four different holiday themes; Coastal, Journeys, Nature and Events and Festivals. Weekly prizes can be selected from one of these themes.
The theme for the first week is ‘Coastal’ and the amazing escapes up for grabs include; a luxury getaway to Queensland’s Hamilton Island, a guided walking experience in Tasmania, a tour of the Great Ocean Road or the opportunity to swim with whale sharks in Western Australia.
