THE Australian Export Tourism Council (ATEC) has welcomed Tourism Australia’s innovative new campaign targeting UK visitors which draws on the strengths of one of the country's 'national treasures': actor and singer Kylie Minogue.
“Australia has had a long and strong connection with visitors from the UK and the new ‘Matesong’ campaign will help to strengthen that bond,” ATEC managing director Peter Shelley said.
“Putting Australia in front of the British audience at a time when everyone is watching is a masterstroke in timing that will provide great exposure for our destination.
“We have so many assets -- from our beaches to our wildlife, our food and wine -- and TA’s latest campaign featuring the much loved Kylie Minogue uses one of our great human assets to remind Brits of our strong connection," Mr Shelley said.
“The UK remains one of our largest spending markets and despite a softening which has coincided with the Brexit uncertainty, it will continue to be a valuable source for our industry in the coming decade.
“This campaign will remind Brits they can retreat from the cold of the English winter and the turmoil of political uncertainty to our ‘sun drenched’ destination where they are always warmly welcomed.”