(People) are seeing it and they are responding to it and are doing so in every single country where we are running it……Website visitations in Britain are up 40 per cent, in New Zealand they have risen by 50 per cent and in the United States they have jumped 41 per cent.
In the 10 days since the campaign was launched in South Korea and China, visits to Australia.com have jumped 16-fold and almost five-fold respectively.
This is at least a two-year commitment of rolling this out and reinforcing the message around the world.
While it was well known that “the world loves Australia” not everybody was intending to visit.
The challenge is to go from a ‘must visit someday’ destination to a ‘must visit today’ destination.
If we can lift the intention to travel to Australia then we know the trade can covert that intention into some serious business in Australia.