Gabby Gardner, Jada McClain, Kristina Swanson, Kendyl Gray, Océane

Bosquillon de Jenlis
 SWOT ANALYSIS
STRENGTHS WEAKNESS

Weather - The seasons in Australia are
opposite from the Northern Hemisphere and
while it is winter in the US, Australia
experiences summer weather. This makes
Australia desirable for those seeking an
escape from cold weather conditions.
Australian dollar exchange rate - The
Australian dollar is very favorable for the
coming of the Americans on a trip. Although
the cost of living is quite similar between
some states of the United States and Australia,
Americans are well off because the cost of
living is becoming less expensive.
Far Distance - Australia is far from many of
the countries that tourists will be visiting
from. From the US to Australia, the flight is
14-15 hours long, which may be too long/far
for some people to justify.
Expensive - The cost of living is quite high
compared to some states in the United States:
mainly food and transport. If the cost of living
is high enough, wages in Australia are just as
high.

Safe environment - We observe a high

perception of safety in Australia : whether in
terms of health, natural risks, terrorism, theft,
aggression…

Common language - There is no language

gap, it facilitates tourism between these two
countries.

Excellent political relations - Facilitates trade

between the United States and Australia
(mainly visa and customs).

People can work during traveling - This can

motivate young people to come to Australia
but also to extend the duration of their journey
(working to finance their trip).
 OPPORTUNITIES THREATS
Fluctuating Exchange Rates - The fluctuation
Airfare Price Decline - Significant decrease in of exchange rates can have an effect on
the cost of transport around the world means it tourists if the exchange rate is too terribly not
is an excellent time to market to those with an in favor of the traveller. No one wants to
adventurous spirit. More people may be able travel to a place that will make the trip twice
to visit with a decline in the price of airfare. as expensive because of an exchange rate.

Ecotourism - The Responsible tourism, is a Pollution and Environmental Destruction -

trend to encourage sustainable development, The Great Barrier Reef, a major tourist
stimulate innovation, and arguably a good attraction, has experienced hardship and a
selling point to compete with other large amount of destruction due to pollution
destinations. This trend attracts a lot of young and contaminated waters.
people.
Intensifying Competition - Notably,
Innovation & Internet - In the digital age, and marketing efforts by Thailand and New
to reach a young target like ours, it is Zealand have posed a threat to those willing to
necessary to get involved as much as possible travel far distances for a vacation. Other
in digital communication marketing: on social countries have been heavily marketing toward
networks, website, digital advertising… And similar audiences with their own strengths.
use all the innovative ways. (The abundance of cheaper travel destinations
around Australia such as Indonesia and
Investment in tourism infrastructure - With an Thailand also affect the number of tourists
average budget of 75 billion Australian dollars coming into the country).
of investment over ten years. Australia is
planning a new airport in Sydney (at a cost of
$ 5.3 billion), the extension of the Snowy
Mountains hydroelectric system, a rail link
between Brisbane and Melbourne ($ 8.4
billion) and the expansion of the motorway
network.
Creative Brief
1. Why are we doing this campaign?
The purpose of the Australia campaign is to attract consumers to Australia, to achieve brand
awareness and to animate an adventure in Australia. We want to show prospective consumers the
“Aussie lifestyle”, including Australia’s laid back atmosphere, their friendly nature, and the
cultural diversity that they will only feel if they travel to Australia. Traveling to Australia would
be an unforgettable journey packed with striking adventures that consumers would always
treasure.
2. Who is the target audience?
The target audience that we will be focusing on for our campaign is younger people between the
ages of 15-29, both male and female. Middle class, the main lifestyle for tourist who come to
visit are adventurous, easy-going attitudes where active, outdoor lifestyles are celebrated and
natural wonders abound.
3. What is the key consumer insight?
Key rational motivations for travel: safety and security, value for money spent
Key emotional motivations for travel: world class nature experiences, food and wine,
aquatic and coastal experiences
4. What is the main product related proposition?
● The 5th largest wine industry in the world
● Tasty Aussie BBQ
● The Great Barrier Reef one of the Seven Wonders of the world
● One of the only “megadiverse” wildlife
● Australian outback- an infinite stretch of explorable land
● Well known for one of the worlds best surf spots and pristine diving conditions
● Countless exquisite beaches lining the coast
● Warm climate all year round
● Capital cities: Sydney and Melbourne composed of unforgettable activities and sites
● Labeled Sports capital of the world
● The legendary Aussie accent
● “Aussie Lifestyle”- relaxed, laid-back, and friendly
5. What is the convincing support for the claimed proposition? (why TA should believe our
claim) The research that proves the success of the tourism is possible because of the general
population in Australia, the common language. Airfare price decline, ecotourism, and the
innovation and internet are all up to date. All of the statistics and research prove true to what we
are promoting.

6. a. What is the core brand positioning?

Thanks to the diversity of its landscapes, activities and culture, Australia offers you to travel
safely and to live an extraordinary adventure, memorable, and fulfilling, while helping to
preserve its natural environment.
b. Personality?
Adventurous, Helpful, Friendly, Innovative, Healthy, Youthful, Warm, Comfortable, Dynamic,
Natural, Authenticity.
c. Tone of voice of the campaign?
The tone used in our campaign will have to be consistent with our target and our brand image.
The tone should be the same for the entire campaign. That is dynamic, aspirational, creative,
friendly and young. The terms adventures, experience, nature, preservation will have to be
recurrent.
7. Any mandatories?
Mandatories will include the brand logo used, a phone number that prospective customers can
reach us at. Any and all social media accounts connected to our brand as well as an email address
for further response. Also any future taglines/slogans that will be adding to enhance our
campaign.
Billboard Ad

Banner Ad v1

Banner Ad v2
Headline- “Where the sun never sets.”

Body Copy- “Travel to Australia where your adventure awaits. An experience packed with
Australia’s laid back atmosphere, friendly nature, and cultural diversity. Journey through the
wondrous allure only Australia can offer. Come live the Aussie lifestyle.”

The Brand Slogan- “No Bad Days Down Under”

Media Objective
The main objective of this campaign for Australia is to advertise to American tourists between
the ages of 15-29. The purpose of the Australia campaign is to attract consumers to Australia, to
achieve brand awareness and to animate an adventure in Australia. We want to show prospective
consumers the “Aussie lifestyle”, including Australia’s laid back atmosphere, their friendly
nature, and the cultural diversity that they will only feel if they travel to Australia. Traveling to
Australia would be an unforgettable journey packed with striking adventures that consumers
would always treasure.
Our campaign team will focus on exposing 35% of our target audience in order to achieve the
consumer attraction of our goal.

Instagram
32.7 percent of U.S. Instagram users were between 25 and 34 years old. The second-largest user
group were 18 to 24 year olds with a 22.9 percent share.

Youtube
18-24 years old 32,000,000 visitors (reach of 96%), 25-34 years old 41,000,000 (reach of 95%).

Flight times from the US to Australia-

New York, NY: 22-23 hours (One stop, $1,200)
Los Angeles, CA: 14-15 hours ($1000)
Phoenix, AZ: 16-17 hours (One stop, $1,300)
Orlando, FL: 21-22 hours (One stop, $1,300)

Choice of Media
New York, NY
Los Angeles, CA
Phoenix, AZ
Orlando, FL

Cosmopolitan Magazine, People Magazine

Media Schedule
***Scheduling refers to the pattern of advertising timing. Use a table/calendar format to show
how the three creative ideas will be scheduled for the duration of the media plan period. Explain
the rationale for the scheduling plan***

This is a 6 months campaign starting from ... 2019 to ...2019. See Appendix for detailed timeline
and scheduling of tactics.
Media Costs
***Provide an estimate of the costs for each planned media placement. You will have to obtain
rate cards and calculate some of the costs yourself***
Billboard
4 weeks, New York, NY (Adult population: 15,814,985): $17,500
4 weeks, Los Angeles CA (Adult population: 10,393,019): $10,000
4 weeks, Phoenix, AZ (Adult population: 3,637,886): $4,000
4 weeks, Orlando, FL (Adult population: 1,969,623): $4,500
4 weeks, Columbus, OH (Adult population: 1,578,754): $12,500
Source Billboard Costs: www.fitsmallbusiness.com

Magazine
Cosmopolitan Magazine: 4 weeks, national, full page / 4-color: $313,750
Demographic profile: 16,158,000 total adults, 44% of millenials (18-34 years old).
Source Cosmopolitan Magazine Costs: www.cosmomediakit.com

People Magazine: 1 week, national, full page / 4-color: $386,400

Demographic profile: 40,493,000 total adults, 32% of millenials (18-34 years old).
Source People Magazine Costs: www.static.people.com (media kit)

Billboards :$145,500
Cosmopolitan Mag.: $1,882,500
Peoples Mag.: $2,318,400
Instagram: $210,000
YouTube: $105,000