| |
TNS Australian Tourism Win
TNS has won a four-way pitch to monitor and evaluate the communications performance and brand health for Tourism Australia. The three-year contract will cover key markets across America, Europe and Asia Pacific.
Fieldwork from eight countries will be processed in the Group's operational centre in India, and its Australian office will add full brand and advertising consultancy services.
Mark Walton, General Manager of TNS in Sydney, says Australia is 'a global brand, with a substantial tourism industry supported not only by above-the-line activity, but also by a wide range of other influences and experiences. This will make for a very exciting and challenging program'.
According to Geoff Buckley, Tourism Australia's Director of Research and Strategy, 'in most of the key tourism source markets, Australia is the number one dream destination for travellers if time or money were not a factor. The challenge for Tourism Australia is to move consumers from aspiration to consideration and purchase through an extensive global marketing program.
'Brand tracking enables us to closely monitor any shifts in consumer aspirations and intentions and the impact of advertising messages so that future marketing programs can be fined tuned to influence prospective travellers'.
TNS is online at www.tns-global.com
See also www.mrweb.com/drno/news3243.htm for world holiday preferences and www.mrweb.com/drno2k/news2567.htm for Americans' dreams of vacationing in Australia.
|
