I LOVE your advertising campaigns. It captures everything I treasure about this beautiful country ... breathtaking scenery, relaxed lifestyle, friendly locals, sunshine, the bush, the beach ... could heaven offer more?
However, there is just one little bit of advice I would like to give you. The marketing mix actually consists of 4P's. It seems to me that you have the product, the place and the promotion down to a tee. Yet, somehow you have missed out on a very important component: PRICE!
Until you understand that price actually matters, Australians will continue to book the cheaper overseas holidays. If you do not want to take my word for it, look at the results from a survey in The Brisbane Times. This article was promoting the good old Australian beach holiday asking readers at the end whether they would choose an Australian holiday over a cheap overseas one.
70% of the 1794 readers responded negatively.
However, I am a positive person and seeing that the poll will run for 2 more days, I will keep an open mind. I am also hopeful that you will realize in the near future that times are tough and that emotional pleas alone will not be enough to keep the Australian dollar in the country.
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