Australian tourism campaign to reach 150m people

A new global partnership has been set up to encourage more experience-seeking tourists to fly to Australia.

Discovery Networks Asia and National Geographic Australia will work together with Tourism Australia to persuade 150 million potential visitors in key international markets to visit the land down under.

Tourism Australia managing director, Scott 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."

He said that the partnership's efforts will be concentrated on a group of global consumers known as experience seekers, who travel more widely, spend more, see more and stay longer.

"Australia is already a powerful brand with the experience seekers but we need to increase their actual intention to come and experience our country," he said.

"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."

Major initiatives of the partnership include a series of programmes on Australia as part of Discovery Destination Week, Australia map and advertorials on Australian experts in National Geographic magazine and an exhibition of photographs of Australia taken by world renowned National Geographic Photographer Sam Abell.

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