Australia has been named the world`s number one nation brand…
Australia has been named the world`s number one nation brand according to the latest Anholt- GMI Nation Brands Index (NBI).
It`s fantastic news that Australia has been voted the most popular nationality and ranked number one in the areas of tourism, investment and immigration, said Scott Morrison, Managing Director of Tourism Australia.
As a tourism destination, we continue to top the charts, but while it`s great to be loved, it`s even better to be visited by those who love you, and that is our focus at Tourism Australia.
According to the Index Tourism is merely the most striking example of several of these fundamental disconnects between Australia`s value as a nation brand and its actual performance in the global marketplace.
And that This is because brand represents goodwill, and thus points to potential rather than the fulfilment of this potential.
Tourism Australia`s principal international marketing challenge is to shift international consumers from a preference to visit Australia to an intention to visit Australia within the next twelve months, and thereby expand the international demand pool available for conversion by the travel and tourism industry, Scott Morrison said.
Tourism Australia recently appointed M&C Saatchi to provide global creative services and Carat for Tourism Australia`s global media planning and buying services. These two global agency partners will enable Tourism Australia to carry our international and domestic tourism marketing campaigns forward.
Tourism Australia is now primed to now move ahead with our global agency partners and put the Australian Government`s additional investment to work for Australia with a far more focussed and disciplined approach to our campaigns. Our immediate focus is to establish our new arrangements and then move to evolve our current campaigns to be in market during the key northern hemisphere promotional season in early 2006.
We look forward to working with M&C and Carat over the next three years to evolve and deliver the tourism campaign that Australia as a destination deserves, that our stakeholders from the Australian Government have invested in to achieve and that the tourism industry can get behind and make a great success, Scott Morrison said.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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