Tourism Australia has created a new destination campaign to make Australia the destination of choice for leisure holidays amongst the Indian travelers.
Outbound travel from India has shown an impressive growth in recent times and holds promise of a sustained increase. Australia has always been an aspirational destination for Indians and has seen a remarkable growth in visitor arrivals from India over the years.
The new age Indian traveler is keen to explore fresh holiday ideas, immerse themselves in novel experiences and enjoy active holidays - for all of which, Australia provides the perfect landscape. With the launch of this campaign, Tourism Australia intends to capitalize on the evolving outbound travel segment and encourage more Indians to spend their holiday in Australia.
The campaign has been created on the theme of personal narratives of select personalities who nurture a bond with Australia through their visits or stay. It presents a unique opportunity by capturing the spirit of Australia as seen through the eyes of Indian personalities, through their heartfelt rendition of their cherished experiences in Australia. The launch phase of the campaign will have noted theater personalities - Aditya Hitkari & Divya Palat and Vikrant Kapoor, Chef and Partner, Zaaffran, Sydney - share their own anecdotes on Australia.
Commenting on the new campaign, Australia's High Commissioner to India, Peter Varghese says, "This campaign showcases the excellent tourism opportunities that await Indian travellers in Australia. We wanted people to hear about Australia directly from recent visitors, and from people who have chosen to build their lives in Australia. These authentic Indian voices speak about the many exciting experiences that await you in Australia."
Nishant Kashikar, Country Manager - India, Tourism Australia added, "The campaign has been developed to convey the essence of what Australia has to offer to visitors. It is fantastic to have such positive endorsement from people who have lived Australia in their individual journeys and are now sharing their own stories. We are optimistic that a people's perspective approach will add a new and distinctive dimension to our campaign."
Aditya Hitkari says, "We had been to Australia for our holiday and from the moment we set foot in this continent, we just fell in love and have kept going back ever since. My most vivid memory of Australia is jumping off a plane on our little adventure outing and the unforgettable exhilaration it brought us. From the nature, the wildlife, to the clear blue waters there is romance in every facet of Australia. It is an experience that will remain forever in our lives".
Divya Palat added, "For me Australia will always mean the awe inspiring structure of the Sydney Opera House. What made our holiday more special was perhaps the fact that Australia teaches you how to live and enjoy life to the fullest. When we got an opportunity to share our experience with other Indians, we enthusiastically took it up as we are sure that every Indian traveler will echo our sentiments that truly, Australia celebrates you!"
Vikrant Kapoor said, "Work brought me to Australia many years ago, but this country not just welcomed and accepted me with open arms, but also helped me achieve my dream of starting my own restaurant. I have seen some of the most beautiful amalgamation of different cultures here in Australia and feel most happy when I have Australians relishing and coming back for some desi Indian food. Australia has given me a great life and some of my closest friends. I am very pleased to be sharing my story with fellow Indians back home. I would like to invite them to come and experience the magic of Australia themselves".
The integrated campaign will utilize different communication channels to reach out to the discerning Indian traveller. It will run for a period of time, at least 3 months or more across a mix of media platforms which include, broadcast, print media, online and out of home mediums.
The film has been shot by the team of Anupam Sharma, leading film maker and expert on the Asian entertainment sector and Bill Bennett, renowned film director, producer and screenwriter. Says Anupam Sharma, "The films have been shot unscripted where each of the personalities talks about their own Australia story and we are very pleased with the final outcome. Being an Indian settled in Australia myself, has made this an even more special initiative - to be a part of bringing together these wonderful stories".
India is currently ranked 11th in terms of international visitor arrivals. During the twelve month period ending 31 December, 2010 a total of 138,700 Indians visited Australia, an increase of 11 per cent compared to the same period the previous year. 14,700 Indians visited Australia during December 2010, a 17 per cent increase on the same month in 2009.
/afaqs/media/member_avatars/b19bc90752f22463c21493ea40ad04dd26b32ea4045d163717734c0181e00e52.png )
Follow Us/afaqs/media/agency_attachments/2024-10-10t065829449z-afaqs_640x480.png)
/afaqs/media/post_attachments/7cd63a6a444aa3f9088d12cc0cd64d1d76e0eba3ea3f56fde695a5261e20a976.jpg)