Tourism Australia recently announced their latest initiative, a $12mn visual marketing packaged aimed at supporting the tourism businesses across the country, with the goal of helping them with marketing.
The project dubbed the National Experience Content Initiative will provide visual imagery for at around 1,800 tourism locations and experiences spread out across the AU.
Tourism Australia issued that this package would be aimed at making sure that Aussie tourism operators have their marketing materials and online product listings gain good attention on search engines, and, in turn, booked and visited more by travellers.
Managing Director Phillipa Harrison stated that this initiative is the biggest and most significant of its kind that Tourism Australia has taken up, explaining that visual imagery is one of the biggest factors for persuading people during the key stages of travel planning.
Harrison explains that the COVID-19 pandemic has been rough on the tourism industry, with a lot of tourism businesses forced to cut down their marketing budgets. Domestic travel has helped with keeping businesses afloat, but the tourism industry won’t recover until international travel is reinstated.
The National Experience Content Initiative is scheduled to run until June 2022, with operations handled with the assistance of the state, territory, and regional tourism organizations. Each region will have between 10-50 products and experiences, to be decided based on comprehensive criteria.
The program aims to engaging local professional photographers and content creators, with every participating tourism operator to receive 100-200 images, on top of the video, for use in their marketing campaigns, for better king kong marketing reviews, as well as printed media like brochures.