Issues & Trends – November 2010

AOT comes out fighting – $1.8 million campaign to beat domestic holiday market gloom

YOU can spend $2000 return to go somewhere where our dollar is worth one of their dollars or you can spend $200 return to go where your dollar is always worth a dollar.

Those are the fighting words of AOT Group chief executive Andrew Burnes who is intent on dispelling the gloom surrounding domestic travel in the wake of the rapidly appreciating Australian dollar.

Undaunted by the Australian dollar’s meteoric rise and the surge in overseas travel, AOT Holidays is spearheading a $1.8 million campaign promoting domestic tourism.

Declaring that its commitment to Australian tourism is at “an all time high” the wholesaler says its trade marketing activities for the remainder of the 2010/11 financial year are firmly set on promoting domestic holidays.

Burnes said that the $1.8 million co-operative campaign will run until June 2011, leveraging a co-operative marketing partnership with Tourism Australia in conjunction with its There’s nothing like Australia branding.

According to Burnes, the domestic holiday promotional push will generate both Australia-wide and regional-specific campaigns such as Tropical North Queensland, Western Australia, Gold Coast, Tasmania, South Australia, the Red Centre and Queensland Islands.

“We are working closely with Tourism Australia (TA), the state and regional tourism organisations and our supplier partners to deliver unique and appealing domestic holidays at sensational prices,” he said. “We hope (the campaign) will encourage Australians to explore their own backyard.

“With the Australian dollar hitting unprecedented high levels against the euro and US dollar we know that overseas holidays are increasingly attractive to Australians.

“With this in mind this campaign is aimed at highlighting the unique destinations and great pricing that are available right here on our doorstep.”

Citing TA research findings that Australians are increasingly inclined to take a Friday or a Monday off or to take extra days off around a long weekend, Burnes said: “A domestic short break holiday fits this trend.”

• In an additional commitment to driving domestic tourism AOT Holidays has allocated over $750,000 this financial year to further promoting domestic holidays in conjunction with its retail trade partners.

“We are taking a more targeted approach to our trade marketing activity over the coming year,” said Burnes.

He said regional and state-based trade marketing will focus on promotion of domestic destinations that are most appealing to specific markets.