Tourism Australia introduces interactive campaign with Barista and

Tourism Australia introduces interactive campaign with Barista and

Author | exchange4media News Service | Thursday, Mar 31,2005 8:00 AM

Tourism Australia introduces interactive campaign with Barista and

SMS promotions as a marketing strategy are catching on rapidly, and it all works out well for the consumers. As part of it's recently rolled out signature campaign, 'Australia - A Different Light', Tourism Australia has entered into an interactive marketing offering with Barista coffee outlets in Mumbai, Delhi and Bangalore, and

Tourism Australia will offer Barista patrons a chance to experience the Land Down Under. One lucky winner and a friend can win the grand prize of two free tickets to Australia on Qantas, by just sipping a cup of coffee or a glass of float at Barista cafes.

Maggie White, Regional Manager, South & South East Asia, Tourism Australia, said, "With the advent of Tourism Australia's new marketing campaign, the signature line 'Australia-A Different Light,' which draws on the powerful link between the light, the land, and the life in Australia, will position the country as a brand rather than just a holiday destination. And we want to reach out to people through an innovative marketing promotion in Barista outlets and offer them a chance to win two free tickets to Australia."

Tourism Australia tent cards will be placed at 50 Barista outlets in Delhi, Mumbai and Bangalore to woo Barista customers to participate in the interactive contest. The visitors need to SMS LIGHT to 8558 following which they will receive a set of multiple-choice questions on their mobile phone via SMS. All those who reply with the correct answers will be entered into a lucky draw to win the prize.

Said Alok Kejriwal, CEO,, "Barista offers a perfect ambience for this interactive promotion for Tourism Australia. The promo is simple and the prizes very attractive. It brings to the fore the interactive marketing concept that c2w has pioneered and also highlights the Land Down Under in a different light.

Brotin Banerjee, Head of Marketing and Strategy at Barista said, "Barista always wants to associate with top of the line brands and the tie up with Tourism Australia offers our consumers something exciting. This non - intrusive promotion makes it even more appealing in the Barista ambience and the offer is on till April 10, 2005."

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