Page 4: Meeting the needs of younger travellers
The marketer’s job is to understand consumers’ attitudes towards products and to translate their positive support or interest into some form of action. When trying to convert consumers’ expressed interest in visiting Australia into actual visitation, the starting point is to understand the behaviour of targeted consumers. For example, European long-haul travellers view Australia as a good opportunity for individual experiences that the mass tourist destinations of the Mediterranean cannot provide.
European travellers also look for novel experiences in unfamiliar environments and amid different cultures. Australia’s appeal is strongly driven by people’s perceptions of the open and outdoor lifestyle, as well as by its natural beauty and space. Younger travellers look for a sense of adventure and are attracted to the more challenging and active elements such as snorkeling, surfing, white water rafting and bungee jumping. They will look to immerse themselves in the experiences and life-styles of Australians and they are attracted as much by the potential experience as by the prospect of visiting the main tourist areas.
Australia is perceived as a safe destination for first time travellers but still has the adventure based element which is one of the primary motivators for this target market.
The ATC’s marketing strategy involves both trade marketing to organisations as well as consumer marketing directly to travellers.
For example, the ATC works closely with tour operators (eg STA, USIT, Trailfinders), with airlines (eg Qantas and Singapore Airlines) and with other organisations that are seeking to tap into the Australian market based in the UK. In developing these opportunities, the ATC produces a couple of key consumer publications that are the main tool for providing information to the consumer. These are the annual Travellers Guide and a consumer website, australia.com. The ATC also participates in trade events and provides regular newsletters for industry partners. Much of this communication is now done through web based activity via their corporate website www.atc.australia.com.
The Brand Australia campaign has been launched across the major markets of Europe. Branding supports the positioning process. It uses a range of features that help consumers to identify and develop perceptions about a range of products which convey a series of attributes, benefits, values and promises.
The essence of the Brand Holiday Australia strategy was to identify the brand with being ‘naturally free-spirited’. The brand is conveyed as being:
The values of the brand help to show what it stands for and what it believes in. Brand Holiday Australia promotes three virtuous images, conveying the idea that Australia and Australians are:
These positive images are then linked to tangible product benefits (eg safe adventure, the awe inspiring feeling of vast landscapes) as well as to a range of brand attributes, the ease of experiencing the landscapes and the open outdoor lifestyle.