I think the main purpose of the campaign is to create awareness on the various tourist attraction sites in Australia. The aim of the campaign is to increase the number of tourists who visit the country. The campaign is developed with the aim of showing Australia as a desirable country that will allow the visitors experience memorable destinations for all visitors irrespective of the age; be they the youth or working holiday goers. The campaign is targeting mainly internet users who will get updates when a new video is published. The campaign will be developed by three young people who will be creating videos from different regions of the world. Travel assignments will be used to market the country through social media platforms to the youth among other holidaymakers.
The campaign will see some foreigners from Europe get to sample the holiday destinations in Australia and using their experiences to promote the state to other people throughout the world. The caravan will engage in various experiences through the nation’s local culture, festivals, various events, and local food and wine. The travel experiences of these people will be shared through social media platforms such as Facebook and Instagram. This campaign is expected to increase the chances of Australia to attract more local and international tourists.
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The advertising objectives of the campaign include creating awareness of the travel destinations in Australian as well as suggesting new locations and things that tourists can engage in. through the campaigning, the travelers also get to inform the public about the available services and the support available for the service. The campaign developers also get to inform the public on the charges of their trips. They explore the available options for travel for all people irrespective of their economic or social status. Through the campaign, the viewers are able to identify new avenues that they did not know about. It is also expected that the campaign will be able to rectify a false impression on various tourism products such as locations and festivals that visitors can visit and attend respectively.
The customers get a platform to discuss tourism in Australia and this way other people that didn’t know about the product get information. The customers’ perception is able to be changed or improved hence the purchase of the product and in this case, it will be people get to tour Australia. Australia through the adverts will build itself as a brand and a place of choice when it comes tourist destination. The campaign will serve as a reminder to people when they choose to postpone their plans to a later date (Hospitality Tech, 2018). The adverts will help people know where to go for various getaways as a lot of options will be showcased in the campaign.
Whilst Aussie News Today is considered to be a slick campaign, reaching out to the target market via social media rather than the mainstream channels, Australia should consider creating a website for the information. With a website, people are able to get more information about the travel destination, costs, and availability of the venues among other things (Kvesic, 2018). A website also provides the users with a platform to give feedback about the places featured in the campaign as well as other issues such as prices among others. A website can also include an avenue for booking. Easy access to booking services can increase travel in the country. The government can go forth and involve traveling agencies to help with marketing travel destinations and sale of tickets to various places.
Another way to increase awareness would be the use of email marketing. Target customers can be identified and later send information about travel destinations and other creative events to do. The use of emails will create more clientele for the nation with the available destinations. A customer relationship management database can be created to complement the campaign. The database will help the developers learn more about the needs of the customers. The trends and preferences are identified and the hoteliers and utilize this information to ensure that they provide what is needed by people.
Enhanced booking is the main reason behind the utilization of digital marketing because it is easier to manage and implement. Mobile-only travel agencies are gaining popularity and as such capitalizing on the platform would see the campaign achieve its objectives. Booking applications are also coming up and they can be used by popular destinations to get potential visitors. The key point on the digital marketing platform would be identifying one's niche and exploiting it (Grow a Tourism Business, 2017).
Major traveling companies such as airlines provide their customers with entertainment and the campaigns can be aired to all the travelers to let them know of the wonders and travel destinations to be found in Australia. In-flight entertainment systems can go a long way in ensuring that tourism is promoted in Australia in order to draw more tourists. Digital marketing is made easy and with gadgets like phone and tablets that are portable. In light of this, it is important that marketing advertisements focus on social media platforms because a majority of people around the world have access to the internet. Before people book hotels they do their research and upon arrival to their destinations, they continue to post online about the place. Such reviews are important to the other users who may require them to persuade them to make that trip there. With increased competition between hotels and accommodation providers like Airbnb, it is important that hotels improve their services (Bovykina, n.d). It is crucial for hoteliers to understand their customers and fill the gaps identified. Information about the needs of the clientele can be found on the feedback received from customers and on the website of the company. Digital marketing should be used to explore how available technology can be further used to improve the experience of travelers. Further improvement enhances value addition and this in return will help ensure that visitors soon become customers.
In conclusion, the main purpose of the campaign is to create awareness on the various tourist attraction sites in Australia in order to increase travels by both local and international visitors. The campaign has focused on social media platform targeting the youth. The campaign is produced through travels in the country while sharing experiences. The objectives of the campaign include information advertising, persuasion into tourism and reminding them about tourism destinations in Australia. There are other avenues that can be explored by the enhancement of technology to improve service delivery to travelers. For instance, booking of hotels can be improved to reduce the challenges associated with acquiring accommodation while traveling. Innovative ideas will help grow the tourism industry and the campaign is already developing them.
References
Bovykina, K. (n.d). How digital marketing is transforming the tourism industry . Retrieved from https://www.poweredbysearch.com/blog/digital-marketing-tourism-industry/
Grow a Tourism Business. (2017). Nibusinessinfo Retrieved from https://www.nibusinessinfo.co.uk/content/grow-tourism-business-digital-marketing
Hospitality Tech. (2018, June 14). 4 Smart Digital Marketing Tactics Keep Tourism at its Peak All Year Long . Retrieved https://hospitalitytech.com/4-smart-digital-marketing-tactics-keep-tourism-its-peak-all-year-long
Kvesic, A. (2018, July 17). Digital vs. Traditional marketing in tourism industry. Lemax Retrieved from https://www.lemax.net/blog/digital-vs-traditional-marketing-in-tourism-industry/
