If you could travel with anyone, who would it be?
I set aside a small chunk of my Saturday for putting together a group of travel mates for the new Tourism Australia contest/campaign.
Hearing about the new campaign was how I started my morning on day 259. A few other bloggers and I were invited to hear the news of how exactly Tourism Australia decided to take the “There’s Nothing Like Australia” campaign from last year and both target it and expand on it. See, it turns out that domestic travel is really some of Tourism Australia’s “bread and butter” — but with the Aussie dollar faring so well, overseas trips are becoming more and more enticing.
Why the need to head overseas when there is so much diversity and natural beauty to discover right here in Australia?
This is the exact question Tourism Australia is trying to answer with the campaign this year, so they’ve put together a nice little “Dream Team” contest for Australians to enter and win their group 1 of 16 luxury Australian holidays.
The point behind the current campaign is that travel is made more special because of the people you travel with. Even as a solo traveler, I can say that meeting new and interesting people along the way has the ability to set the underlying tone for a destination, and usually I find I associate that location with the people themselves. Some of greatest memories are not from the tourist attractions, the food or the sights but merely the interactions, new faces and friends that are found. In this case, Tourism Australia is spot on.
So, when entering the contest, you are told to select a group of up to 5 friends that you’d like to travel with, but each person must have a specific role. For example, one person might be the foodie, another the daredevil, and another just really great at planning or budgeting. Understanding a traveler’s strengths and weaknesses is imperative for choosing compatible travel partners, something I’ve blogged about before on OneTravel, which is another great reason the “Dream Team” campaign makes the grade.
Over the past few years, I’ve been watching Tourism Australia work their magic, and I must say they have some of the greatest tourism marketing strategies in the world. This goes back to “The Best Job in the World” campaign for caretaker of Hamilton Island to the “Million Dollar Memo” campaign I got to witness the behind-the-scenes for up in Queensland. Of course, you can’t forget Oprah! When it comes to getting the word out, the group attempts the new and unique, which goes hand-in-hand with the goals mentioned by Andrew McEvoy, the CEO. When the other bloggers and I got to sit down with him for a quick chat on Friday, he mentioned something along the lines of loving and believing in a brand means being able to set it free.
Yep, you’re almost there, Andrew. Now, if we could just get a small chunk of that $2.5 million to go towards bloggers, we’d be golden.
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