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Wednesday, 19 May 1993
Page: 897

(Question No. 90)


Senator Short asked the Minister representing the Minister for Tourism, upon notice, on 5 May 1993:

  (1) What are the details of all advertising campaigns to be undertaken by the department and agencies in 1992/93, including in each case: (a) the campaign; (b) its cost; (c) its purpose; and (d) the name of the company or agency undertaking the campaign.

  (2) Are there any proposals for additional campaigns to be undertaken in the near future.

  (3) Given the imminence of the Federal election, could the information be provided by 13 May 1993.


Senator Schacht —The Minister for Tourism has provided the following answer to the honourable senator's question:

Program 1—Tourism

  (1) (a) Community Awareness Campaign—newspaper and magazine advertisements.

  (b) $68,465.60.

  (c) To enhance community awareness of the economic, cultural and environmental significance of the tourism industry, timed to coincide with educational and career decision making.

  (d) Material prepared by the Department; the advertisements placed through Neville Jeffress Advertising.

  (2) No.

Program 3—Australian Tourist Commission

(1) (a) ASIA—4 x 30 second TV ads and magazines and newspaper ads—theme: "Australia: the feeling is magic".

JAPAN—1 x 30 second and 1 x 15 second TV ads and magazine and print ads—theme: "Australia: the wonder continent".

NEW ZEALAND—3 x 60 second strategic and 8 x 30 second tactical (price/product) TV ads—theme: "Australia: make it happen for you".

NORTH AMERICA—1 x 45 second TV ad and magazine and print ads—theme: "Australia: feel the wonder".

EUROPE—1 x 60 second, 1 x 30, 1 x 10 TV ads and magazine and print ads—theme: "Australia Now: let yourself go".

  (b) ASIA—$8,880,000

   JAPAN—$8,913,000

   NEW ZEALAND—$1,458,444

   NORTH AMERICA—$9,870,660

   EUROPE—$12,540,000

  (c) The objectives of the Australian Tourist Commission's campaigns in all Australian major tourism markets are:

Consumer advertising

To persuade overseas travellers that they could have a uniquely enjoyable holiday in Australia and motivate them to find out more about going there.

To drive the conversion process (from ignorance through awareness, desire and intent to actual purchase) by promoting price, product and place.

Trade advertising

To maximise awareness and knowledge of Australia and its tourism product by the overseas travel trade.

To encourage the selling and marketing of Australian travel products by the overseas travel trade.

To assist in optimising the availability and distribution of Australian tourism product to the overseas travel trade.

  (d) ASIA—The Australian Tourist Commission has executive control of the creative and media buy aspects of the campaign. The agency working under Australian Tourist Commission control is J Walter Thompson, Hong Kong.

  JAPAN—McCann—Erickson Hakuhodo under Australian Tourist Commission executive control.

  NEW ZEALAND—Saatchi and Saatchi, New Zealand under Australian Tourist Commission executive control.

  NORTH AMERICA—D'arcy Masius Benton & Bowles, Los Angeles under Australian Tourist Commission; executive control.

  EUROPE—D'arcy Masius Benton & Bowles, Europe under Australian Tourist Commission executive control.

  (2) There are no proposals for additional advertising campaigns within the current financial year. However, some are planned from August—October 1993 to capitalise on Northern Hemisphere autumn planning cycles for tourism.