The paper “ Marketing Study Undertaken by Tourism Australia, Trend in the Tourism Industry after the Campaign, Target Market Aimed through the Campaign" is an excellent case study on marketing. The Australian government to promote tourism has looked towards taking an active role and has developed a campaign that helps visitors to understand about the different destinations available in Australia. The campaign has been developed to promote the tourism industry in Australia and aims to attract all kinds of people so that the economy is able to earn foreign currency by attracting people from all around the globe.
To gain maximum effectiveness the Australian government has developed two campaigns Where the bloody hell is you’ campaign and the current ‘ There’ s nothing like Australia’ which aims to attract people towards the country. The campaign was effective in different ways as it attracted people differently and has raised voices from different quarters resulting in different results and effectiveness. This report looks to explore the different campaign which has been undertaken by the Australian government and reflects the effectiveness which the campaign provided.
In addition to it, the report also examines the manner in which the tourism industry was affected after it and highlights the image that the campaign was able to create. This will thereby provide useful direction for the future functioning of the different campaigns and will help to understand the manner in which the country is able to attract customers through the different campaigns. Market Research was undertaken by Tourism AustraliaThe Australian government with the objective of improving the tourism industry looked towards attracting tourist by designing campaigns which highlighted the different places of tourist attraction, image, and the different brand through which overall effectiveness can be improved.
To be effective the Australian government developed two campaigns which were aimed at attracting people from a different section of the society and the complete description of the campaign is as below Where the bloody hell is you: The campaign which was started in 2006 looked towards highlighting the different places through images showing the Sydney Opera House, Beaches, and a mug of beer which looked towards highlighting the different attractions which the people visiting the place will be able to get.
The campaign doesn’ t look to use people or faces which are renowned but sarcastically aims at attracting customers by asking them where they have been so long and have not visited the Australian country. The campaign looks towards attracting people by making them aware of the diverse culture through the campaign and looks towards instigating within the tourist an urge to visit the place due to the difference in experience that the tourist will undergo. There’ s nothing like Australia: The campaign which has been started by the Australian tourism industry is different from the previous campaign as the campaign looks towards attracting tourists but at the same time being polite and using words which don’ t go against any custom or people.
The campaign looks at highlighting the different tourist destinations and looks to attract people by highlighting the different features of the tourism industry. The campaign has been developed after careful consideration and aims at attracting all the people so that their experience can be enriched. The campaign looks to provide pictures and feedback from people who have been to Australia so that their experience can be shared based on which people will be attracted to the country.
This will thereby help the Australian tourism industry to bring the required turnaround through which the Australian tourism industry grows and is able to attract people.