The online planning resource, developed by Tribal DDB, features an interactive trip finder, myth busters, suggested itineraries and route maps, useful checklists, a request-a-brochure mailing service, and links to self-drive holiday packages, travel agents, accommodation among others.
In Malaysia, the site was actively promoted at a travel fair and through public relations activities plus a radio campaign.
The planning resource will also be promoted via advertorials in Discovery Channel magazine, which Tourism Australia is working with to produce a special collectible map highlighting the readers’ “most-interested-to-find-out-more-about” routes via online voting.
Between 2003 and 2007, the percentage of visitors to Australia who took a self-drive trip increased from 46 to 51 per cent for Singapore, 45 to 51 per cent for Malaysia and 55 to 59 per cent for India.
Maggie White, general manager, South/Southeast Asia and Gulf Countries, Tourism Australia, said that the tools are aimed at capitalising on this growth trend by taking the pain out of the trip-planning for consumers, and clearing some of the myths that might be preventing some consumers from taking self-drive holidays in Australia.
Tan Wee Hoon, regional marketing manager, South/Southeast Asia and Gulf Countries, added: “Consumers who take a self-drive holiday tend to visit more places, stay longer and spend more, which is naturally beneficial for a destination. Hence, our marketing objective is to move consumers’ perception of a self-drive holiday in Australia from merely a convenient mode of transport to get from point A to point B, to an inspirational experience in itself. Our new brand campaign depicts Australia’s ‘transformative’ impact on consumers overwhelmed by work stress – we invite consumers to come experience this transformation for themselves via a self-drive journey in Australia.”
