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Creative Travel Marketing Tourism

Tourism Australia challenges stereotypes with UnDiscover Australia campaign

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By Danielle Long, Acting APAC Editor

September 3, 2018 | 3 min read

Tourism Australia is challenging the stereotypes and perceptions of what the country can offer travellers in a $10m campaign.

Tourism Australia

Tourism Australia targets South East Asian travellers with new UnDiscover Australia campaign

The 'UnDiscover Australia' campaign is targeting South East Asian travellers in India, Singapore, Malaysia and Indonesia. It aims to challenge the perceptions of Australia by showcasing the unfamiliar and unexpected attractions and experiences within the world’s largest island.

The campaign features lines such as “79% of Malaysians think Australia is all about the amazing beaches. Think Again”, before showcasing unfamiliar scenes like Melbourne’s graffiti-covered Hosier Lane or the Grampians National Park.

John O'Sullivan, managing director of Tourism Australia, said, "Fashion-ability plays a big part in destination choice, particularly amongst travellers in Asia. One of the challenges we constantly face is that people from this region feel they know everything about us. This campaign will shine a spotlight on some of our undiscovered and hidden holiday gems, showing there's much more to Australia than just our well-known icons.”

The campaign is the latest activity in Tourism Australia's ongoing There's Nothing Like Australia campaign, which includes the hugely popular Super Bowl Dundee activity, which targeted US tourists and is expected to contribute an extra $860m to the Australian economy by 2020.

The campaign was created by Clemenger BBDO, Sydney and will run for four months across the region. It may also be extended to other markets in the future.

Tourists from India, Singapore, Malaysia and Indonesia accounted for more than 1.3 million international arrivals into Australia and contributed more than A$5 billion into the economy.

Tourism Australia: advert-body-2 by Clemenger BBDO Sydney

By Tourism Australia

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