Tourism Australia has partnered with French fashion brand Celio to launch a ‘Longboard’ collection and promote Australia as an ideal youth destination.
The collection is currently featured in 140 stores across France and on a campaign website which has already received more than 77,000 unique visitors.
Inspiring Australia content was distributed across the Celio stores including point of sale displays and a promotional video to inspire shoppers. A competition in association with tour operator Australie Autrement ran alongside the shop promotion which attracted more than 26,000 participants. The campaign was also supported by social media and branded e-mails sent to 850,000 contacts.
There were 118,100 visitors from France for calendar year 2014, an increase of 7.1 per cent compared to 2013.
Visitors from France generated $0.7 billion in total expenditure in 2014. The Tourism 2020 strategy estimates that the French market has the potential to be worth more than $1 billion in total expenditure by 2020.
In 2014, France was Australia’s 15th largest inbound market for visitor arrivals, 14th largest market for total visitor expenditure and 11th for visitor nights.
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