TNS appointed by Tourism Australia for Global Research Program

TNS has been awarded a three-year contract to monitor and evaluate the communications performance and brand health in Tourism Australia’s key source markets across America, Europe and Asia Pacific.

The purpose of this program is to support Tourism Australia in its key role in increasing consideration of Australia as an international tourist destination in a highly competitive global marketplace.

Mark Walton, General Manager of TNS in Sydney, said, “We are absolutely delighted to be working with Tourism Australia on such an important and interesting program.

Australia is a global brand, with a substantial tourism industry supported not only by above-the-line activity, but also by a wide range of other influences and experiences. This will make for a very exciting and challenging program.

TNS are also pleased that we will be able to use our full range of global resources and areas of expertise, with fieldwork taking place in eight countries, processing in our operational centre in India and full brand and advertising consultancy services in Australia."

Tourism Australia’s Director of Research and Strategy, Geoff Buckley commented that “Brand tracking research was vital to monitoring the performance of Tourism Australia’s international and domestic marketing programs.

In most of the key tourism source markets, Australia is the number one dream destination for travellers if time or money were not a factor. The challenge for Tourism Australia is to move consumers from aspiration to consideration and purchase through an extensive global marketing program.

Brand tracking research is undertaken in Australia’s key markets around the world to ensure Tourism Australia’s campaigns are having the desired impact on consumers who are most likely to visit our country.

The brand tracking enables us to closely monitor any shifts in consumer aspirations and intentions and the impact of advertising messages so that future marketing programs can be fined tuned to influence prospective travellers”.

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