TA is inviting expressions of interest from TV production companies and Japanese networks, with the initial tender brief calling for proposals to be submitted by 31 October.
The brief asks companies to produce a television drama or light entertainment series in Australia for broadcast in Japan, directed at generating positive interest in Australia which will in turn increase demand from Japanese holiday makers to travel to Australia.
The brief asks companies to produce a television drama or light entertainment series in Australia for broadcast in Japan, directed at generating positive interest in Australia which will in turn increase demand from Japanese holiday makers to travel to Australia.
A significant part of the brief also focuses on ‘experience seekers’, one of the key target groups identified for the launch of TA’s most recent global campaign, ‘Where the bloody hell are you?’
Recent figures released by TA show that for the 2006/07 June period, the economic value of international tourism to Australia increased by A$2.1 billion (US$1.8 billion) to $22.6 billion total. Regionally, the biggest increases were from China (23 per cent) and Korea (38 per cent).
However, Japanese visitors have increasingly stayed away, thanks largely to the Australian dollar’s appreciation against the yen, along with increased competition from other destinations in Asia-Pacific. The initiative is expected to dovetail with a recently-unveiled campaign for the Japan market, ‘Immerse yourself in Australia’s world heritage’, which aims to promote Australia’s world heritage areas and position Australia as a ‘hot and green’ destination.
