Australia Tries New Tourism Slogan In Japan
After trying and failing to increase Japanese tourism with the slogan “so where the bloody hell are you?”, Australia has launched new ad campaign:
Federal Tourism Minister Fran Bailey said the $A8 million campaign would promote Australia’s world heritage areas to Japanese travellers keen for a relaxing break.
The campaign, translated to Immerse Yourself in Australia’s World Heritage, will be featured in posters on train stations, newspapers, online and in brochures.
It has been designed to invigorate a lagging Japanese market suffering from competition from closer and cheaper holiday destinations and a strengthening of the Australian dollar against the Yen.
Ms Bailey said it was hoped Australia’s unique environment could provide the drawcard needed to boost the industry.
“Our new campaign will aim to make Australia a ‘hot and green’ destination again,” she said.
“Japanese travellers love our famous world heritage areas.
“Our pristine and beautiful environment is unique throughout the world.”
The announcement came as Australian Bureau of Statistics figures showed Japanese visitors in July were down by 12 percent compared to the same time last year.
