Cannes Lions

TOURISM IN AUSTRALIA

DLKW DIALOGUE, London / AUSTRALIA TOURIST COMMISSION / 2004

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Overview

Description

OzPlanner was designed to convince people Australia is a great two-week holiday destination. Research showed consumers think they need a long time to experience all of Australia, rather than considering specific areas for less time.

OzPlanner changed that with an engaging environment to explore the possibilities of a trip to Australia – allowing visitors to customise their chosen route and forward it directly to travel agents. The average visit duration is over one hour and since launch thousands of people have made booking requests - at an average cost of 36p/request. It is now being rolled out around the world.

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