Tourists coming to Australia are quick to jump on the social media campaign when sharing their latest travel spots and places like the Sydney Opera House being more shared than less travelled spots in Australia.
The #notatourist campaign has been started with this in mind, Tourism Australia and Visa are championing this campaign to Asian millennials to bring to light the less travelled spots in Australia. The campaign will not only give an insight into the spending of the Australian tourist, but will also help navigate future media campaigns.
This way, the tourists are our ambassadors and will be the voice of these less travelled. The Chinese will be the first target of the campaign, with spending of up to $2 million in a joint expenditure with Visa and Tourism Australia. By next year, the campaign will roll out across the rest of Asia and #notatourist will bring light to the many wonders that Australia has to offer.
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