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How to take advantage of Tourism Australia’s $12m marketing boost

If a picture paints a thousand words, than $12 million worth of them should get everyone talking and booking Australia. 


At least that’s the hope of Tourism Australia, which today announced a new $12 million content creation initiative aimed at helping tourism businesses across the country better market their product.



We can’t all afford professional photographers or videographers, but under the National Experience Content Initiative, tourism operators will soon be able to access their work. For free. 


So instead of paying for royalties, or hiring a photographer, operators just need to head to the Tourism Australia image and video gallery where they will have access to visual content from up to 1,800 tourism experiences from around 57 regions across Australia.


The goal is to ensure that operator’s marketing materials and online product listings stand out in search results, hopefully ending in more domestic and eventually international bookings. 


Many tourism businesses that would normally invest heavily in marketing have had to significantly reduce their marketing budgets, Tourism Australia managing director Phillipa Harrison said today. 


And as the local tourism industry is unlikely to fully recover until international travel is resumed, “it is vital that our operators are armed with compelling and contemporary marketing assets to ensure they are in the best possible position to capture demand in what will be a hyper-competitive global market” she added.


But why THIS initiative?

“Visual imagery is one of the most important factors for inspiring consumers at the critical stages of researching, planning, or booking travel online,” Harrison said.


“That is why we have set out to capture high quality imagery and footage that showcases the best tourism experiences on offer from every corner of Australia, and to really bring these to lifefor consumer and trade audiences.”


Between 10 and 50 products and experiences will be featured from each of the approximately 57 regions to be included in the program, based on comprehensive eligibility criteria. Furthermore, the program will seek to engage locally-based professional photographers and content creators from each of the regions, with each featured tourism operator to receive at least 100 to 200 images as well as video footage to use across their social media channels, websites and brochures and to share with the world.


While scheduled to run until June 2022, in a statement to Traveltalk, Harrison said Tourism Australia “will remain open to broadening [the program’s] scope if there is a need.”


“The program has been really well received among our stakeholders and there’s already talk of some of the regions amplifying it with their own budgets, which is great.”


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Published: 17 March 2021

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