LOS ANGELES -- The Australian Tourist Commission (ATC) started a $5
million marketing campaign that includes an Internet promotion of
100 vacation packages offered by various suppliers that start at
about $1,400 for two weeks.
It is aimed at both consumers and agents, and all packages pay
The new program was unveiled at the same time visitor figures
for 2001 were released. Visitor numbers from the U.S. to Australia
were down 7.6% in 2001 compared with 2000, when the Olympics were
held in Sydney.
Total visitor numbers to Australia were down 2.6%, from 4.9
million in 2000 to 4.8 million in 2001.
The marketing program, which includes cooperative television and
print advertising with suppliers, directs consumers to a consumer
Web site, at www.australia.com, and agents to their own site, at
The packages are available on both sites. Aussie Specialists
have an added incentive -- the chance to win one of the packages
for themselves by booking on line.
Plans include air and accommodations at the minimum in 11
categories: Best Value, Australia Naturally, Adventures and
Outback, Luxury and Indulgence, Local Secrets, Special Interest,
Discover it Yourself, Romance and Resorts, Family, and Gay and
The packages offer flights on Qantas Airways, Air New Zealand
and United Airlines.
In addition to the programs, Qantas is giving a $50 per-person
rebate for clients who book Qantas flights as part of a package on
the site through April 30. Clients and agents can download a rebate
voucher from the site and send it in after completing the trip.
"When clients come in looking for a honeymoon or family
vacation, agents will now be able to pull up a suitable Australian
vacation with as much ease as they can suggest a Caribbean or
European destination," said Michael Londregan, vice president for
the Americas for the ATC.
"We've taken all the research and hard work out of it for our
"These packages are a great place to start, and provide clients
and agents with a good idea of what can be done, at a basic cost,
in the average two-week vacation in Australia."