Tourism Australia and Emirates Airline partner on national advertising campaign

Tourism Australia (TA) and Emirates Airline have partnered on a national advertising campaign encouraging Brits to holiday in Australia by promoting the country’s unique wildlife, laidback coastal lifestyle, friendly locals and its ‘give it a go’ spirit.

The campaign, that runs throughout January, also highlights the convenience of flying to Australia from a range of regional airports with Emirates’ one-stop services via Dubai. The airline offers departures from Heathrow, London Gatwick, Birmingham, Manchester, Newcastle and Glasgow. To showcase the incredible range of experiences Australia offers holidaymakers, TA and Emirates have bought six consecutive 96-sheet sites at Cromwell Road.

The special build creative brings Australia to life with a series of two and three dimensional images, designed for maximum impact.

The special build creative brings Australia to life with a series of two and three dimensional images, designed for maximum impact. Other high impact outdoor sites have been booked in key regional locations around the UK. These work as part of a significant outdoor presence that includes road and trackside 48 sheets as well as Transvision screens in mainline stations. The campaign also includes 40-second radio spots that will run in catchment areas around each of Emirates’ UK departure points, as well as print and online executions.

All creative focuses on the transformative power of a holiday in Australia. The advertisements promote a lead-in fare of £599 to Perth (inclusive of all taxes and charges, and applicable from all UK departure points), and direct consumers to visit www.australia.com/emirates or to contact their travel agent.

Rodney Harrex, Tourism Australia, Regional General Manager UK/Europe comments: “We are spending over £2m together with Emirates this financial year to tell the story of Australia to potential holidaymakers in the UK, and we’re really excited about the scale and impact of our January campaign. We want to reinforce the message that you can fly from your regional airport to Australia with Emirates, and that once you get there you will have an incredible holiday, returning home with stories that will last a lifetime.”

Conrad Clifford, Emirates’ Vice President UK & Ireland, says: “With 70 flights a week to Australia, our state-of-the-art Airbus A380 operating from Heathrow all the way to Sydney, and access to 22 more Australia destinations thanks to our new partnership with Virgin Blue, promoting Australia is now more of a priority than ever for Emirates.”

Notes to editors:

• Campaign images are available
• DDB created the radio, print, online and outdoor executions and Carat, Starcom and Posterscope planned and bought the media
• Emirates flies to Sydney, Melbourne, Brisbane and Perth via Dubai from Heathrow, London Gatwick, Birmingham, Manchester, Newcastle and Glasgow
• The £599 fare quoted in the advertisements is valid from Heathrow, London Gatwick, Birmingham, Manchester and Glasgow to Perth in Economy Class
• The fare is valid for sale from 1 – 31 January 2010, and is for outbound travel between 10 April and 30 June 2010. Flights are subject to availability and terms and conditions apply.

Published

Saturday, 02 January, 2010 at 12:41

Tags

billboard, cromwell road, 96 sheet, backlit 96 sheet, cromination, create

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