Tourism Australia has shelved its direct advertising campaigns on TV and in print in Australia in favour of “content driven” promotion, Australia’s director of industry and organisation development, Andrew McEvoy, said at ATE 2006.
He said that Australian travellers are wary of marketing campaigns, and respond more positively to indirect marketing opportunities.
Mr McEvoy added, that Tourism Australia has no plans to run the controversial “Where the bloody hell are you?” campaign domestically, due to a poor response from a test audience.
Domestic tourism is expected to fall 0.8 per cent in 2006.
Report by John Alwyn-Jones from ATE 2006
