Agents book big piece of Australia business
Travel agents slice of sales to Australia is growing, according to Michael Londregan, vice president, the Americas, Tourism Australia.
Agents, he said, are booking 47% of U.S. travelers this year, up from 39% in 2004 and 41% in 2005. In fact, the numbers are even sweeter, because agents are getting a larger piece of a growing pie.
As part of the So Where the Bloody Hell Are You? campaign, Tourism Australia expects to add thousands of new Aussie Specialists around the world, according to Scott Morrison, managing director.
In North America, that process is already under way. There are 1,745 certified and 133 premier specialists in the U.S. and Canada; another 1,899 candidates are in training and another 2,347 have signed up.
Tourism Australia will distribute 15,000 to 20,000 leads to agents this year, Londregan projected. -- N.G.
-- Since Tourism Australia launched its So Where the Bloody Hell
Are You? campaign at the beginning of March, there has been a rise
in visits to Tourism Australia Web sites.
managing director of Tourism Australia, reported a 30% rise in
visits to Australia.com and a 71% jump in visits to Tourism
Australia Web sites, including SoWhereTheBloodyHellAreYou.com.
people in 200 countries have downloaded and played the ad, which
tourism officials estimate amounts to about 3 million online
viewers, he said.
The ad, which
appeared on various TV networks and in select print media, directed
viewers to the Web, so these are the first indicators of
delegates to the Australian Tourism Exchange that meaningful
results -- international arrivals and tourism dollars spent -- wont
be measurable for another 12 to 18 months.
was no hiding the satisfaction among Australian tourism officials.
Fran Bailey, minister for small business and tourism, said, So far,
were very delighted [with a response that is] well above
When asked if
Tourism Australia hadnt been lucky that the ad was accepted around
the world, she said, We researched the campaign. We spent [about
U.S. $5 million], so we werent lucky. ... The government has
committed [about U.S. $144 million] to this over a three-year
Referring to a
brief U.K. ban on the ad, Bailey said, The U.K. ad council had a
slight problem, but we sorted that out.
Morrison said the
tag line was not meant to shock; it is meant to be part of a
uniquely Australian invitation to the country delivered by everyday
citizens who are not actors. We tested 26 tag lines, he
When the U.K.
banned the ad, he said, visits to Tourism Australia sites spiked
briefly. Then, when ads (always in local languages except for the
tag line) broke in China and Korea in early June, Web visits jumped
by 477% in China and by 1,632% in Korea, admittedly from a small
the fastest growth from China and India; the campaign is active in
21 markets, categorized into three tiers.
The campaign is
moving into its next phase, with newly announced partnerships with
National Geographic and the Discovery Channel. Tourism Australia is
set to place ads, while the partners will prepare a package of
editorial content, all to be delivered in print, on TV and via
other electronic media.
broader package of print ads is in preparation to be rolled out
alongside a second and larger burst of TV advertising, slated for
September in the U.S.
president/CEO, Aussie Adventures, Erie, Colo., a buyer at the ATE
in Adelaide, said the ads are great.
His only complaint:
He wants to see more of them.
To contact the reporter who wrote this article, send e-mail
to Nadine Godwin at [email protected].