Australia in Tourists' Wallets

A new tourism industry advertising vehicle is set to put Australia’s top tourism operators into the pockets and wallets of visitors from across the country and the globe.

In Ya Pocket – the brainchild of Australian tourism operators the Proud Australia Group – uses business card-sized brochures and colour coded bench top stands in hotels, airports, travel centres and tourist destinations to promote top attractions, accommodation and services and differentiate them from “the pack on the rack”.

The cards – each of which carries a traceable promotion – provide a quick and efficient reference point for tourists including the vendor offering, details and a location map. They are colour-coded according to their tourism offering – accommodation, attraction, restaurant/café, entertainment/activities, retail/shopping, tours/sightseeing, services or meritorious recommendation. Only 12 leading tourism providers are included in each colour-coded category.

“In Ya Pocket is targeted, cut-through and quantifiable advertising which is cost efficient, easy on the environment and – above all – easy to manage and measure,” Director of Sales Gemma Foord says.

“Furthermore, it’s supported by a dynamic one-stop shop website for tourists which is promoted on every In Ya Pocket card, offers printable vouchers and provides direct links to vendor’s own websites for further information.”

The In Ya Pocket system already has been installed in Oaks Hotels and Resorts; Medina, Travelodge and Vibe hotels; Stamford Hotels & Resorts, Meriton Hotels & Resorts as well as the Nomads back-packers chain and Global Gossip internet kiosks in Adelaide and Sydney.

Car rental operators Budget and Thrifty, coach company AAT Kings, attractions including the Sydney Aquarium, Sydney Tower and Oztrek and restaurants including 360 Degrees and the Sydney Tower Restaurant are using the In Ya Pocket system.

Advertising through In Ya Pocket costs from $250 a month, including the design, printing and distribution of up to 50,000 cards a year – as well as an online presence on www.inyapocketinfo.com

A Repor tby the Mole