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Tourism Australia begins Canadian music promotion

Tourism Australia has begun a national promotion in association with Toronto-based Dine Alone Records. The initiative, intended to attract younger Canadian travelers to Australia, includes public relations by Fleishman-Hillard, activities on social networking websites and a contest. The contest winner will receive a trip for two to the Soundwave Music Festival in Brisbane, where three bands from Dine Alone Records will perform. The communications present Australia as a destination for backpacking, studying or taking a working holiday. "In the current tight economic environment, this is a segment of the travel market that is more resilient to the mainstream leisure markets so timing of the opportunity couldn't be better," said Michelle Gysberts, regional general manager for the Americas at Tourism Australia. "Students in particular have just returned to their campuses for the start of their second term and will be contemplating options for the forthcoming summer vacation break May to August."

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