World Heritage Campaign

Tourism Australia, with the support of state tourism organisations in Japan, launched a World Heritage campaign in September 2007. It features the amazing experiences on offer at 16 World Heritage sites, including the Royal Exhibition Building in Melbourne.

Major stations and subway lines in Tokyo have been brightened with the series of advertisements featuring the attractions of the World Heritage sites and their gateway city. Advertising also appeared on the outside of subway trains and all advertising spaces inside the train, including flat-screen videos, were taken over with campaign imagery.

To encourage as many travel agents as possible to participate in the campaign, Tourism Australia provided a number of sales tools including promotional campaign posters, brochure rack headers, postcards and promotional DVDs.

Tourism Australia also held a display contest to encourage the sale of tour products in stores. And the organisation is working together with major travel agents on various aspects of the campaign including the creation of new World Heritage tours, consumer events and in-store promotions.