On A Winning Pitch

- Reema Lokesh

It's been eight years of work with Tourism Australia. How has the journey been?

It’s been a privilege to be a part of the Tourism Australia (TA) team to raise the country’s aspiration and awareness in India, and strengthen people to people links between the two countries. Working together with our partners, embracing TA’s core values such as United, Genuine, Positive, Commercial and Innovative, has helped us to achieve several milestones over the eight-year journey.

Some of the triumphs include: Successful launch of our first bespoke campaign in India, Namaste Australia, showcasing Australia through the eyes of Indians who have either visited or lived in Australia.

Launch of our global campaign There’s Nothing Like Australia and Restaurant Australia, supported by our intensive content integration projects on Sony, Star Plus, and collaboration with regional channels such as Zee Marathi, Sun TV and Colors Kannada, have helped us to bring Australia in the consideration set of our target audience.

Association with our Friends of Australia - Sanjeev Kapoor, Harsha Bhogle and Parineeti Chopra - have raised Australia’s appeal among their fans and followers.

Launch of an industry-first initiative - Airline Marketplace, which began as a trial, has witnessed some amazing results, and is currently in its fourth edition, and will also be replicated across other South East Asian markets such as Singapore, Indonesia and Malaysia.