The campaign, which launches today (September 7), focuses on the convenience of flying to Australia from a range of regional airports with Emirates’ one-stop services via Dubai.
The ads, created by DDB, promote a lead-in fare of £580 to Perth in Western Australia, and directs consumers to visit a website or to contact their local travel agent.
The campaign is part of a £2m spend that TA and Emirates will use to promote Australia this year. The two companies have nearly doubled the combined marketing investment they have committed compared to last year.
The creative will include print, online and outdoor activity, with executions focusing on the “rejuvenating” power of a holiday in Australia. It is also for the first time including radio in its media schedule.
Rodney Harrex, Tourism Australia regional general manager UK and Europe, says: “The use of regional media, ensuring the messaging is targeted to the local audience, is a crucial element of this campaign.
“Given the current economic climate, it is critical for Australia to be active in the market and we remain committed to keeping the destination top of mind in consumers’ minds.”