With international tourism around the world largely grinding to a halt amid the COVID-19 pandemic, popular destinations have had to get creative to keep their offerings in front of mind in the public. To that end, Tourism Australia has launched a series of videos to “transport” viewers from around the world to the country’s most popular destinations until that future day when people are able to travel to Australia again.
“Now more than ever, it is important as destination marketers to remind our target travelers of the kinds of experiences that make Australia such a desirable place to visit once travel resumes,” said Tourism Australia chief marketing officer Susan Coghill. “Whilst it is certainly trying times for so many people across the globe, we know that people will be seeking a mental break from the immediate crisis.
Using ‘8D’ audio technology, a sound engineering method that, when the viewer wears headphones, gives the music and sounds a three-dimensional effect, the campaign’s six videos take viewers on a sensory journey, that immerses them in the sights, sounds and textures of popular destinations including Uluru, Sydney Opera House, Fraser Island, and the Daintree.
The video themes are categorized by color – blue, red, magenta, green, black, and white – to evoke different feelings and emotions.
“Many people have had to put their travel plans on hold this year, but reassuringly, the demand for Australian holiday experiences hasn’t waned, with many still dreaming about traveling here in the future,” said Tourism Australia managing director Phillipa Harrison.
“Although the current border restrictions mean that international travelers can’t visit right now, we need to continue to keep Australia top of mind through bold and engaging initiatives, and remind them of the exceptional experiences that await them when they can travel here again.
“Our 8D videos are about keeping Australia top of mind when people can’t travel here so that we are at the top of their travel bucket list of places to visit in the future,” said Coghill.