New Delhi: In order to drive visitation and increase enthusiasm among Indian tourists to take a vacation ‘Down Under’, Tourism Australia, along with MakeMyTrip, have developed a series of promotional campaign videos termed Awe-stralia. The videosshowcase Bollywood actress Diana Penty visiting iconic attractions while undertaking unique Australian activities, and indulging in exceptional food and wine experiences. The project was undertaken in partnership with the Australian State Tourism Offices of Visit Victoria, Destination New South Wales & Tourism and Events Queensland.
The videos feature a splendidmontage of iconic experiences such as the Sydney Harbour Bridge climb, visit to the Melbourne Cricket Ground,trip tothe Penguin Island or a much more relaxed day at the Bondi Beach followed by the Sydney Harbor Cruise. Diana undertook some soft adventure activities such as the hot air ballooning and jetboating in Gold Coast, anda helicopter ride to view the magnificent 12 Apostles by the Great Ocean Road in Victoria. She also visited some of Australia’s ultimate romantic destinations, sipping wine at the Yarra Valley vineyards, and taking a romantic yacht ride in Sydney, among others,thereby highlighting three major themes – Adventure, Romance and the Best of Australia.
The videos have beenlaunched on YouTube and have been promoted across MakeMyTrip’s social media platforms,thereby reaching out to a large set of travel enthusiasts. Distinctive itineraries, in line with the themes of the videos, have also been designed for audience. Basis the destinations visited and experiences undertaken, specialised blogs have also been curated and uploaded on MakeMyTrip’s website. To view some of Australia’s exceptional experiences through the eyes of Diana Penty, take a look at the videos below:
• Best Of Australia
• Australia : Honeymooner’s Paradise video
• Australia : For Adventure Seeker
Mr. Nishant Kashikar, Country Manager – India & Gulf, Tourism Australiasaid, “Visuals are the strongest communicators, and the videos created by the MakeMyTrip team are indeed sending out a strong message about Australia as the ideal destination for Indian travel enthusiasts. Theysuccessfully highlight key locations and unique experiences that every traveller must undertake while in Australia, be it for the honeymooners, adventurous souls, or families. We are confident that our collaboration will help us reiterate Australia as a preferred holiday destination, and encourage the loyal fan base of both MakeMyTrip.com and Diana Penty, to head Down Under this summer.”
For the month of December 2016, Australia welcomed 29,500 visitors Indian visitors, recording a growth of 13.5% hereby registering the highest ever visitation in any given month. Total arrivals for the year ended December 2016 stood at 260,000; an increase of 11.3% over the previous year.
The Tourism Forecasting Committee (TFC) has predicted 265,000 visitors from India for the Jul 2016 – Jun 17 period, a 9.6% increase over 2015-16. Arrivals from India are expected to perform well with an average annual financial year growth rate of 6.4 per cent through to the financial year 2021-22.
Source for Visitor Arrivals Data – International Visitor Survey, Tourism Research Australia