Australia GIVES TRAVELLERS more reasons to Visit now !

The Australian Tourist Commission today announced the launch of a series of marketing campaigns across Asia designed to stimulate travel to Australia in the lead up to the peak season.

The campaign will see AUD$7.2 million spent on print advertising including AUD$1.5 million on eight campaigns in Asia in November and December and $5.7 million on five campaigns in Japan between October and March 2002. All sales campaigns will be supported by ongoing brand activity.

Speaking prior to the launch, Executive General Manager Eastern Hemisphere, Mr Richard Beere said the campaigns will give travellers a number of reasons to visit Australia now.

"There's never been a better time to visit Australia. Right now the exchange rate is extremely favourable, the weather is fantastic and travel to Australia from Asia is closer than you think."

The ATC has worked with the local travel industry in six markets to create holiday packages suitable for all traveller types.

"We have developed an extensive range of packages to suit everyone," Beere said.

"There are single city holidays for those who want to really explore all the options and attactions in just one destination and there are multiple-state holidays for those inclined to cover a number of icon spots. Some packages appeal to families, while others appeal to honeymooners and independent young travellers. Basically, we are offering something for everyone.

Beere added that the festive season would add irresistible appeal to Australia as a holiday destination.

"Australians have always been perceived as warm, friendly and welcoming, but from now until the New Year, they are gearing up for the festive season. There's a certain buzz in the air which offers an additional drawcard."

The campaign kicks off in Singapore this weekend and will be rolled out across five other countries including Malaysia, Hong Kong, Korea, China and Japan in the first two weeks of November.

Components are outlined below:

Japan

In addition to the recently launched JAL New Style Australia campaign, ATC Japan will target additional traffic through five programs running between November 2001 and April 2002. These include the ongoing low season Qantas Airways New 50s campaign and two Singapore Airline campaigns in Hiroshima and Fukuoka.

Two brand new initiatives brokered by the ATC in the last month will see some of the largest campaigns conducted in Japan to date.

Hankyu Trapics, one of the largest media travel agents in Japan, has developed a Y140 million (approximately AUD$2.3 million) national newspaper advertising campaign to run from November 1 this year through to April 2, 2002.

Meanwhile, View World, a joint venture between JAL and JR East which retails packages via 160 key railway station outlets, will invest almost Y100 million (A$1.6m) between now and April 2002. View World currently promotes Cairns as a single destination, but will extend its packages to Sydney and the Gold Coast in January 2002.

Singapore

In Singapore, travellers will be enticed to "Have a Break" with a new campaign showcasing the depth of city and nature experiences available in any Australian city. With a headline, "Have a Break. Pick a City and then your Choices Really Start," the AUD$500,000 campaign to be launched on November 3 for 8 weeks will focus on mono-state holidays. The campaign will be featured in Singapore's leading English and Chinese language newspapers.

State Tourism Organisations will develop individual activities with travel agencies to support the ATC's umbrella campaign.

Malaysia

The A$100,000 "Have a Great Break" campaign will be featured in leading Chinese and English newspapers in Malaysia. Working with key travel agents, the campaign will offer single city options as well as multi-city options and will be launched the second week of November.

Hong Kong

Hong Kong will see the launch of two campaigns, the first aimed at the group market and the second at the independent travel segment. The group market campaign features a new range of soft adventure experiences all within easy reach of Australia's gateway cities and reflects the change in consumer sentiment from a "look and see" destinational tourist to a "touch and feel" interactive traveller. Eight travel agents will team up with Qantas Airways to promote the GIT package until December 1, 2001.

Independent travellers will be attracted to the "Have A Great Break" program to be launched in conjunction with Qantas Airways in the second week of November. The program offers flexibility in travel arrangements along with a large variety of options around key Australian cities.

Korea

In a rejuvenated Korea, the ATC in conjunction with Korean Air and nine key travel agents will develop a AUD$280,000 campaign aimed at attracting the honeymoon market.

With a headline, "Say 'I do' to the experience of a lifetime", the campaign will kick off in the second week of November in time to capture bookings in the lead up to the lucrative honeymoon period.

Meanwhile, a new addition to the airline services will mean a boost in capacity to Australia. Beginning November 12, Korean Air will increase its capacity by 15 percent by boosting the number of weekly services to 10, up from seven.

In addition, Asiana Airlines, will increase capacity by 29 percent with a change of carrier from the current B767 to B777-200. Asiana Airlines will also offer six supplementary charter flights to Cairns over the December to January peak travel period.

China

The ATC in conjunction with a number of State Tourism partners will launch three new initiatives to the tune of AUD$415,000.

In Beijing, Tourism Victoria and Tourism New South Wales will team up with the ATC and Air China to launch an AUD$200,000 "Experience Australia with Air China" dual state campaign.

Two campaigns have been developed for Guangdong province in Southern China. The first, valued at $90,000, will be released in the border city of Shenzen and will focus on Sydney and the Central Coast of NSW, while the second package with a spend of $125,000, will promote a multi city vacation to Victoria, Central Coast NSW and South Australia.