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Integrated Marketing Communication in tourism in Australia

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6 pages
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  1. Situational analysis
  2. Objectives, positioning strategy & budget
  3. Creative strategy
  4. Media strategy
  5. Campaign management

Today, Australia is ranked 42nd in term of global tourism with 5.9 million of arrivals . However, it ranks eighth overall for average spend per visitors which indicates Australia's goods and services are positioning as premium tourism offerings. Around 70% of visitors come to Australia for leisure. Its 3 largest market are China, United Kingdom and New Zealand.

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