Tourism Australia forms global partnership with Visa
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Tourism Australia and Visa have entered into a three-year global partnership.
The tie-up will combine Visa’s “Not a Tourist” campaign with the “There’s Nothing Like Australia” initiative to drive more international travellers Down Under.
This will include promotions highlighting Australia’s food, wine, coastal and water-based tourism products, driven through Visa’s banking and travel partners and other merchants.
“Across all of our target markets Australia is a ‘must-see’ destination, and high yielding international travellers have been responding very well to our global consumer marketing campaign, ‘There’s Nothing Like Australia’,” said John O’Sullivan, Tourism Australia’s managing director.
“We are now increasingly working with partners to better target international travellers and make sure we turn the interest our campaigns create into tourism’s contribution to the Australian economy.”
The partnership will kick off with a campaign in China, while other key markets in the Asia Pacific region include Hong Kong, Singapore, Malaysia, Indonesia, India, Japan and South Korea.
Visa’s ‘Not a Tourist’ campaign targets travellers looking for “authentic local experiences”.
“The Visa #notatourist message speaks strongly to this audience, encouraging young… travellers to get off the beaten path and experience Australia as locals, not just as tourists,” O’Sullivan added.
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