NATIONAL EXPERIENCE CONTENT INITIATIVE
A new $12 million content creation initiative aimed at supporting tourism businesses across Australia in their recovery and driving increased visitation by helping them to better market their experiences and attractions.
The National Experience Content Initiative will provide a suite of new imagery and footage for up to 1,800 tourism experiences from around 57 regions across Australia to ensure that operator’s marketing materials and online product listings stand out in search results and are booked more often by domestic and international travellers. The National Experience Content Initiative is scheduled to run until June 2022 and is being delivered in close consultation with State and Territory, and Regional Tourism Organisations.
WHAT IS THE AIM OF THE PROJECT?
As a result of the COVID-19 pandemic, many tourism businesses have had to reduce their marketing budgets significantly. However, visual imagery is one of the most important factors when consumers are researching, planning, or booking travel online. Online listings with high quality photos and video stand out in search results and get booked more often. It is vital to the future of brand Australia that we emerge from the COVID-19 crisis with marketing assets of product, Australia wide, that is strong, contemporary and relevant to the post COVID-19 consumer. This project is designed to support tourism businesses by capturing high quality imagery and footage that showcases the best tourism experiences on offer from around Australia, and to bring these to life for consumers and trade.
HOW WILL THE EXPERIENCES BE CHOSEN?
Tourism Australia is working closely with all State and Territory Tourism Organisations (STOs) and relevant Regional Tourism Organisations (RTOs) to select the experiences. Tourism Australia has established a comprehensive eligibility criteria and the relevant RTO will select experiences based on these criteria. The STO will then cross check this and Tourism Australia will have the final sign off. The experiences chosen will demonstrate the uniqueness and diversity of experiences on offer across the region and will be required to:
· Align to Tourism Australia’s brand pillars of natural beauty, food and drink, wildlife and culture,
· Demonstrate a commitment to sustainability,
· Be trade ready,
· Have an up to date ATDW listing, and
· Have a COVID Safe plan.
WHERE CAN I ACCESS THE IMAGES AND FOOTAGE?
Content developed will be published on the Tourism Australia image and video gallery which is accessible by the general public, media and trade free of charge.
CAN ACCOMMODATION PROVIDERS PARTICIPATE IN THE INITIATIVE?
Accommodation providers will only be considered if they provide uniquely Australian tourism experiences at the venue as well as fulfilling the above criteria.
INFORMATION FOR PHOTOGRAPHERS AND VIDEOGRAPHERS
To register your interest and for further details please visit the AusTender site.
PLEASE NOTE: The closing date for the tender is Monday 29 March 2021 at 4:00 pm (ACT Local Time)
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