National Geographic and Discovery to showcase Australia

Tourism Australia Managing Director, Scott Morrison today announced a new global partnership deal with Discovery Networks Asia and National Geographic Australia will reach 150 million potential visitors to Australia in key international markets.

Mr Morrison said. “This new deal will showcase Australia as a tourism destination to a potential worldwide audience of high yielding consumers and will complement Australia’s ‘So Where the Bloody Hell Are You?’ tourism advertising campaign.” 

“Australia’s best prospects are a group of global consumers called Experience Seekers, who travel more widely, spend more, see more and stay longer, and are also regular and heavy consumers of Discovery and National Geographic, who have the programming and media networks to put Australia in direct contact with our Experience Seekers around the world”.

He added, “Australia is already a powerful brand with the Experience Seekers, but we need to increase their actual intention to come and experience our country”.

“ By partnering with two very powerful global brands – Discovery and National Geographic, which resonate with these Experience Seekers we can extend Australia’s reach with this important audience.”

Executive Vice President and Managing Director, Discovery Networks Asia, Tom Keaveny, said, “Discovery is committed to providing our audiences with the best viewing experience, both in terms of quality content and visual imagery. In addition, we aim to provide our clients such as Tourism Australia with a competitive edge through distinctive integrated packages and media solutions that help their offerings stand apart from the competition”.

General Manager, International Advertising for National Geographic Declan Moore said, “We are delighted to partner with Tourism Australia to compel our millions of readers, viewers and other brand advocates to come and experience Australia and this innovative 360 degree fully integrated program spans print, television, online and experiential marketing activities harnessing the full array of National Geographic brand assets to fulfil Tourism Australia’s objectives.”

Mr Morrison said the first year of the agreement would see around 20 separate marketing activities rolled out in key markets across the globe through the Discovery and National Geographic networks, adding “The partnership with Discovery and National Geographic is a win-win for Australian tourism and will help to get more Experience Seekers serious about experiencing Australia.”

Report by The Mole