Aussie ads to win back Japanese
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Australian daily Herald Sun reported that despite higher international tourist numbers, the once-robust Japanese market has been tumbling.
Recent Australian Bureau of Statistics figures quoted revealed that in the first half of this year, the number of Japanese visitors dropped another 12.8 per cent to 277,000.
The report said the downward pattern coincided with an 80 % appreciation of the Australian dollar to the yen since the Sydney 2000 Olympics.
The new campaign comes following research indicating Japanese tourists were keenly interested in world heritage areas.
They told the National Tourism Alliance annual dinner at Parliament House in Canberra that the new campaign would give Japanese tourists a “tantalising glimpse of our fantastic world heritage areas”, Federal Tourism Minister Fran Bailey was quoted saying.
Titled Immerse Yourself in Australia’s World Heritage, the campaign will feature print, cinema and Internet advertising and will complement the controversial “So Where the Bloody Hell Are You?” drive.
“In the 1980s, Japanese tourists fell in love with Australia,” Bailey was quoted saying.
“We were the ‘hot destination’ and we thought the Japanese love affair with Australia would never end. We were wrong.
“We must make Australia a hot destination again,” she was quoted saying.
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