Turning perceptions upside down

In 1979, Australia entered the tourism market. My marketing consultancy was asked to manage the account in the UK. At that time, ignorance was rife and perceptions were negative to say the least but, as I found, Australia was a paradise of colour, excitement and warm-hearted people.

I leaned on British Airways and Qantas for support and launched an advertising campaign to potential long haul visitors referring all enquiries to specially selected and trained UK travel agents.

The advertising won many major awards, the Association of British Travel Agents were persuaded to hold their 1986 annual conference in Queensland, tourism from the UK increased four-fold in six years and Australia became a destination of choice amongst long haul travellers.