New Australian campaign to drum up interest among Malaysians

AGENTS in Malaysia were optimistic about the business opportunities presented by Tourism Australia’s new global campaign, There’s Nothing Like Australia, which was launched to the trade today.

14/10/2010 08:48

The interactive campaign invites the public to participate in content development by sharing their unique Australian experiences and later voting for their favourite entries, a departure from previous promotions where the NTO would generate material.

Golden Tourworld Travel managing director, Jason Lim, said the campaign's interactive slant allowed agents to discover off-the-beaten-track destinations in Australia that Malaysian tourists enjoyed.

“We may be able to develop new packages based on consumer feedback from this campaign, but it also depends very much on accessibility and affordability.”

He added that the timing of the campaign launch was perfect, as it targeted year-end travellers.

Pang Lai Yee, product marketing at Reliance Shipping & Travel Agencies, said at the very least, the campaign would catch the attention of those who had never travelled to Australia.

“They could vote for what they like best and by doing so, they may choose Australia as their next holiday destination.”

There's Nothing Like Australia has already been rolled out in other Asian countries such as Singapore, Japan and Hong Kong. (Sources: S Puvaneswary, Kuala Lumpur, TTGAsia)