tourism australia case study

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Slide 1:

Tourism Australia Case Study Done by: Nourhan Essam@26777

Question # 1:

Question # 1 Brand personality provides the guide for the brand communications strategy. It outlines the strengths and associations that make the brand not only different but also meaningful

Question # 2:

Question # 2 The target market is a high yielding consumer segment.

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Question # 3

Question # 4:

Question # 4 The Experience Seeker The youth segment The family segment The holidaymaker segment The honeymoon segment

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Question # 5 Experience Seekers are, by definition, looking for unique, involving and personal experiences from their holidays.

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Question# 6 Psychographics define how travelers think and feel to determine the personal factors that influence them to travel.

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Question # 7 Together we can show the world why there's nothing like Australia

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Question # 8 They used cognitive strategy in their campaign.

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Question # 9 During phase one, Australians were invited to share their personal stories of where they live and holiday in Australia, to show the world why they should visit. Australians proved their enthusiasm for promoting their country by uploading nearly 30,000 stories and images to www. – making it one of Australia's most successful consumer-generated promotions ever.

Slide 11:

For the next phase of the campaign, Tourism Australia used all the entries to create an interactive digital map of Australia, made up of all the things Australians think are special about our country. It is searchable by experience type, location, and by 1,000 keywords and is housed on , which attracts more than a million unique visitors each month, and also at .

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The third phase of the campaign includes localized campaigns for use in Tourism Australia’s international tourism markets. 
This includes working with airlines, travel agents, tour operators and media partners around the world building the commercial part of the campaign to make sure that everyone who sells Australian holidays can use the campaign tagline and imagery for co-operative campaigns.

Question # 10:

Question # 10 Nearly 29,000.

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Question # 11 Phase one: Invite Phase two: Inspire Phase three: Engage

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Question # 12 - The kangaroo and the sun

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Question # 13 Print ads Video for cinema and TV advertisments . Digital ads

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Question # 14 The tourism Australia localized the campagin for global markets.

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Question # 15 Emotional

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Question # 16 Yes

Question # 17 :

Question # 17 yes

Question # 18:

Question # 18 Slice of life Emotional

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