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MUMBAI:
With its sights set firmly on the Indian market, Tourism Australia
is back on air with BBC World with the launch of a special set of
celebrity testimonial advertisements that showcase the travel experiences
of well-known Indian personalities in the fields of business and
entertainment.
The
three segments will run throughout the day on BBC World's South
Asia beam to complement Tourism Australia's "So Where The Bloody
Hell Are You?" advertising campaign, and "two Australian
cities for the price of one" Qantas airfare promotion.
Created
by BBC World's Creative Solutions team, the Tourism Australia commercial
presentations highlight the richness of experiences and wealth of
attractions that Australia has to offer as the destination of choice
across three different travel categories: business meetings and
incentive travel (MICE); adventure travel; and family holidays.
The presentations feature Indian personalities Rohit Gupta, Homi
Adajania and Deepti Bhatnagar, who recounted their own experiences
of visiting the continent via individual 60 second film segments.
Sunita
Rajan, Vice President Sales, Asia and Australasia, BBC Global Channels,
Asia Pacific says, "We have a long-standing relationship with
Tourism Australia and were delighted when they asked us to work
with them on creating a bespoke communications campaign to run on
BBC World. Our brief was to create a communications campaign that
would address the business decision-makers, leisure travellers in
search of new adventures and experiences and families looking for
enriching, entertaining and fun-filled family vacations."
"Having
well-respected personalities communicate their special personal
experiences while visiting Australia on the respective travel genres,
brings to life the wealth of beautiful sights and activities on
offer in Australia. We felt this would resonate well with the channel's
audience of affluent internationalist Indian travellers."
Maggie
White, General Manager, South/South East Asia and Gulf countries,
Tourism Australia, says, "Tourism Australia is keen to tap
into the tremendous outbound tourism potential offered by India.
We are happy to have partnered with BBC World to run a unique campaign
that has celebrated Indian personalities coming forth to share their
real experiences in Australia. We believe those who have experienced
the unique wonders of Australia can't help but want to share them
with others! We hope this testimonial campaign would spark further
excitement in Australia as a great holiday and MICE destination
for Indians."
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