Target audience for new campaign by Tourism Australia

Target audience for new campaign by Tourism Australia

From early 2016, Tourism Australia has launched its new iteration of multi-platform global consumer IMC campaign – There’s Nothing Like Australia, highlighting some of the very best attractions and experiences Australian tourism has to offer. ‘Designed to be long-lasting and flexible, the campaign evolves to stay relevant for target consumers in a highly competitive and fast-changing global tourism environment.’ (Tourism Australia, 2016).
You can find more details of the campaign, such as campaign strategy, factsheet, calendar and campaign assets (videos and art works etc.) on Tourism Australia corporate website (http://www.tourism.australia.com/campaigns/TNLA.aspx).
About Tourism Australia
Please familiarise yourself with Tourism Australia and their events and activities via their website (http://www.tourism.australia.com/about-us/about-tourism-australia.aspx ) and any other material you can find.
Through your research and drawing on what we learnt in this course, you are required to demonstrate your understanding of the campaign and learning of IMC through addressing the following case analysis questions:
Questions:
Q1. Whom do you think are the target audience of this new campaign by Tourism Australia from February 2016?
Q2. Please critique on the positioning, media and creative strategies of this new campaign by Tourism Australia.
Q3. How would you position a Government campaign to promote Australia as a brand?