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Australia 'should go green'
15 May 2008
The tourism industry of Australia should promote itself as an environmentally friendly sector to ensure that it retains its appeal amid growing concerns over the impact of travelling, a marketing expert has claimed.
Daniel Levine, from New York-based marketing and publishing firm Avant-Guide Institute, said Australia must find a way to offer a tourism product that is both unique and sustainable.
Tourism Australia is currently pursuing a $180m (£86.6m) review of its international advertising campaigns, the Australian reports.
Mr Levine advised that the country would do well to follow the lead of its neighbour, New Zealand, which is promoting itself under the slogan '100% pure'.
'NZ is a model of marketing,' he said. 'Whether (that promise) is true or not, from a marketing perspective they are absolutely a model of what countries should be doing.'
The marketing expert described the growing concerns over the environment as 'probably the biggest trend of our lifetime'.
He said that Australia was in 'a unique position' to take advantage of this as foreigners view it as a more 'natural' place that Europe or the United States.
Opodo cheap flights and hotels - let the journey begin!
Daniel Levine, from New York-based marketing and publishing firm Avant-Guide Institute, said Australia must find a way to offer a tourism product that is both unique and sustainable.
Tourism Australia is currently pursuing a $180m (£86.6m) review of its international advertising campaigns, the Australian reports.
Mr Levine advised that the country would do well to follow the lead of its neighbour, New Zealand, which is promoting itself under the slogan '100% pure'.
'NZ is a model of marketing,' he said. 'Whether (that promise) is true or not, from a marketing perspective they are absolutely a model of what countries should be doing.'
The marketing expert described the growing concerns over the environment as 'probably the biggest trend of our lifetime'.
He said that Australia was in 'a unique position' to take advantage of this as foreigners view it as a more 'natural' place that Europe or the United States.
Opodo cheap flights and hotels - let the journey begin!
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