Tourism Australia is tapping into the growing need for escapism as it begins to appeal to international travellers once again.
Australia’s national tourism body has released a series of videos, each based on a different colour, which uses 8D sound, an immersive audio technology that makes a viewer wearing headphones feel as though noises from the landscapes are coming from all around them.
The colours, blue, red, magenta, green, black and white, are represented by different natural and man-made landscapes around the country and each take on an emotional theme, such as peace, escape and freedom.
“Now more than ever it is important as destination marketers to remind our target travellers of the kinds of experiences that make Australia such a desirable place to visit once travel resumes,” Susan Coghill, CMO of Tourism Australia said.
“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. Bringing them moments of creativity and inspiration with rich and engaging content, featuring our incredible tourism experiences during these difficult times, not only helps to build goodwill but also earns a space for Australia in the hearts and minds of consumers.
“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.”
The videos form part of Tourism Australia’s renewed international content marketing program to drive traffic ad engagement on its channels. The 8D series is designed to encourage international audiences to continue dreaming about the experiences Australia has to offer.
It is the first time a tourism body has utilised the 8D audio technology.
Tourism Australia managing director, Phillipa Harrison, said the demand for Australian holiday experiences “hasn’t waned” despite many putting travel plans on hold.
“Although the current border restrictions mean that international travellers 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,” she said.
“Australia is such unique and diverse destination and this collection of new videos captures the unique colours, sights and sounds of some of our most spectacular landscapes – giving people a real sense of being there in the moment.”
The films highlight destinations including Phillip Island, the Daintree Rainforest, the Great Barrier Reef, Lake Eyre, the Sydney Opera House and The Kimberley.
The videos can be viewed on Tourism Australia’s Youtube channel and its own 8D Escapes site. Further content on the Tourism Australia site will provide visitors with information about the experiences and destinations highlighted in the films.
Throughout the COVID-19 pandemic, Tourism Australia’s domestic tourism efforts have not faded. Under the ‘Holiday Here This Year’ campaign that was launched in January in response to the bushfires, Tourism Australia has live-streamed the best of Australia’s tourist attractions in a marathon of content marketing, and partnered with Australian Traveller magazine to help release a special edition titled ‘100 ways to holiday here this year’.
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