Essentials special edition UnDiscover Austr alia

03 September 2018

New UnDiscover Australia campaign launches In South and South East Asia

Tourism Australia has launched a new A$10 million campaign targeting high value travellers in India, Singapore, Malaysia and Indonesia by showcasing unusual, unfamiliar and unexpected attractions and experiences. UnDiscover Australia is being backed by Australia’s state and territory tourism organisations, airlines and a range of other key distribution partners. Australia’s Minister for Trade, Tourism and Investment, Senator the Hon Simon Birmingham, launched the campaign in Indonesia on Saturday. "With travellers from India, Singapore, Malaysia and Indonesia accounting for more than 1.3 million international arrivals each year and injecting more than $5 billion into the Australian economy, there is further opportunity to expand the region's tourism potential," Minister Birmingham said.

The strategy behind the campaign

UnDiscover Australia is the latest chapter in Tourism Australia's evolving There's Nothing Like Australia campaign and is the first time the South and South East Asia region has been targeted as part of a single, coordinated tourism promotion. It will initially run for four months with potential to be extended to additional markets in the future. Watch the campaign strategy film and download the campaign factsheet.

Challenging perceptions and stereotypes

The campaign is founded on the insight that ‘fashionability’ is a key driver of holiday decision-making and destination choice across the region. It plays on some of the popular mis-conceptions about Australia highlighted by research carried out in the region, showing that there is much more to Australia than the typical stereotypes of koalas, kangaroos, the outback and well-known icons. Find out more about the myths the campaign challenges for travellers from India, Indonesia, Malaysia and Singapore.

Supported by an Airline Marketplace

UnDiscover Australia will be supported by an ‘airline marketplace’, that brings multiple airlines, and online travel agents together to offer competitive fares, to help promote the campaign and ensure the interest in Australia is converted into bookings. The concept expands on the proven success of Tourism Australia’s Great Australian Airfare Sale which has successfully run four times in India to secure early bookings to Australia and fill airline seats during out-of-peak periods.

South and South East Asia

Last year travellers from India, Singapore, Malaysia and Indonesia accounted for more than 1.3 million international arrivals and injected more than A$5 billion into the Australian economy. Find out more about each of these South and South East Asia markets at www.tourism.australia.com/ssea.