A destination marketing organization is known as the management organization or destination marketing organization, visitors bureau, tourism or convention, which is accountable for the promotion of a community as a striking travel destination along with the enhancement of the public illustration as a vibrant place for living and working (Chon, 2015). Destination marketing organization has an effective role to play for strengthening the financial position along with providing opportunity for the people within the community. This report will provide a detailed insight into the Destination Marketing Organization, Tourism Australia, which promotes the destination of Australia. Besides, the suitable strategy for promotional campaign for Tourism Australia will also be comprehensively discussed. Moreover, the target markets of the organization will also be highlighted along with the promotional campaign. Lastly, the appropriate communication channels required to be utilized will also be discussed along with the enhancement of realistic budget for the proposed campaign.
Tourism Australia is known to the Government agency of Australia accountable for drawing global tourists to Australia for business events as well as leisure. The organization has been found to be active in 15 principal markets along with activities, which include PR, advertising and media programs, industry programs and trade shows, online communication, consumer promotions and consumer promotions (tourism.australia. 2019). The organization has the vision of making Australia the most memorable and desirable destination of the world. A board of directors governs the organizations that are endowed with the responsibility of determining the policy for Tourism Australia and ensuring its effective performance.
Ability to outline an appropriate promotional campaign strategy with clear rationale
Marketing plays a pivotal role in the achievement of the viable by a company on the competitive market. Tourism is referred to as a primary feature of economic activities, which belongs to marketing. Tourism industry with the help of operational performance gains the finest combination regarding marketing mix. In terms of Tourism Australia, marketing mix will be a highly effective strategy for outlining the details of its product, pricing strategy, promotional strategy and distribution strategy and initiates accordingly.
The product of the organization refers to the multifaceted set regarding various physical resources, services as well as activities. Consumption of this multifaceted natural resources, services and activities, the tourists purchases a yearning for experience for specific experience. Tourism Australia needs to promote its products by analyzing the basic utilities, which the customers anticipate from the product in accordance with the accent, which needs to be placed on the features. The company needs to come up with products, which are highly expected by the customers. For instance- customers are highly attracted towards a destination by evaluating the attractiveness of the destination. Hence, Tourism Australia in order to present Australia as the most attractive place of the world needs to highlight the whole range regarding social as well as natural characteristics of the continent effectively. Moreover, the organization needs to highlight the positive aspect of the destination accessibility through proving details about the travel costs. In this respect, the organization needs to focus on targeting those tourists the most whose domicile is found out to be the nearest to Australia. Hence, it is highly imperative for the organization to highlight the minimal travel costs.
Promotion is the most vital aspect since it will enable the organization in highlighting its products in front of the customers. This makes it highly significant for Tourism Australia organization to promote the positive aspect of the destination Australia along with the attractive places to visit, which the customers desire for. For instance- the destination is a hub of spectacular scenery, which is a crucial requirement of the customers. Great Barrier Reef is known to be the biggest coral reef system, which spans 2300 kilometers regarding the terrain of Tropical North Queensland, which is a playground for the visitors who are keen to sail, snorkel and swim (tourism.australia.com. 2018). Moreover, a larger section of the tourists prefer scenic flight for which, the organization needs to positively highlight the Lake Hiller. Tourism Australia needs to promote Hymans Beach, which is known to be blessed with the brightest as well as the whitest sand for the visitors who are mostly keen to visit beaches and are highly attracted to sunny segment. Concisely, it can be said that Tourism Australia needs to promote the striking aspects of the destination for attracting a larger section of visitors, which in turn will help the organization in gaining positive recognition as a destination marketing organization. The Wineglass Bay is known to be a thick forest, which is referred to as one of the most photogenic vistas. Concisely, a bulk of population is largely drawn towards the scenic beauty of a destination, which needs to be blended well in the promotional campaign of the organization.
On the other hand, a larger section of the visitors or tourists are more prone towards visiting those places, which have a blend of exotic coastal and aquatic lifestyle along with food as well as wine with nature (Sigala, 2019). This makes it highly imperative for Tourism Australia to incorporate an effective promotional campaign, which will focus on the promotion of all these aspects thereby drawing a larger section of customers. Moreover, the organization needs to promote its activities through effective celebrity endorsements. Furthermore, the organization has taken resort to promote the destination through celebrity endorsement (Johns et al., 2015).
Customers may have identical demographic characters, which include income, age and gender; however, they differ in terms of interests, behaviors as well as attitudes. Tourism Australia has not focused on forming effective strategies for drawing attention based on demographics. They have taken the resort to the incorporation of proficient promotional strategies based on the varied attitudes, interests along with behaviors of the customers (Choe et al., 2017). As per research, a larger section of the visitors or tourists is seen to be highly keen in visiting destinations with natural serene landscapes along with exotic food and wild lifestyle. Australia is best known to be a destination having a well-blended exotic coastal and aquatic lifestyle with food as well as wine with nature. Australia is a place, which is best recognized as the destination of spectacular scenery, which is well blended with exotic coastal and aquatic lifestyle with food as well as wine with nature. This makes Tourism Australia to target high value travelers, who will be highly motivated by their offerings. They have put their marketing focus on its aquatic and coastal life, nature and wild life and nature along with food and wine. This is the reason; the organization has taken resort to target those customers who are more prone towards visiting those places, which have a blend of exotic coastal and aquatic lifestyle along with food as well as wine with nature.
Promotion is the most vital aspect since it will enable the organization in highlighting its products in front of the customers. This makes it highly significant for Tourism Australia organization to promote the positive aspect of the destination Australia along with the attractive places to visit which the customers’ desire (Salvatierra and Walters, 2017). The organization needs to promote its business through effective promotional campaign with a focus on the promotion of all these aspects thereby drawing a larger section of customers.