Tourism Australia has launched a campaign aimed at changing American perceptions of travel to Australia and encouraging shorter, more frequent visits.
The campaign, called AussieWeek, is designed to overcome perceived barriers about travel to Australia including distance, size, time and cost. The concept for the campaign was developed after research found that whilst many Americans will readily spend their annual week’s vacation in a European city, they do not think of Australian cities in the same way.
Travelers from the closer west coast hubs of America – from where the flight times to Australia are roughly the same to Europe – are the primary target for AussieWeek which highlights Australia’s east coast cities. An interactive website www.aussieweek.com includes quirky video footage of Americans enjoying a week in Australia and demonstrates the breadth of experiences that can be had in that time. The website also includes bookable packages from $1699 for seven nights including roundtrip flights and 4 star accommodations in Sydney, Melbourne or Brisbane.
