Contents

• Executive Summary 3
• Introduction 4
• Literature Review 5
• Communication Objectives 6
• Creative Strategies 7
• Media Plan 9
• Conclusion/Findings 11
• References 13

Description

The tourism industry forms an important part of the economy of any nation. The Australian tourism industry is also similar by employing 1 in every 9 Australians. The Australian tourism industry also consist of a number of private public partnerships, however, it has evolved unique characteristics in alignment with the preferences of its citizens. It is endeavoured to develop an effective integrated marketing communications plan for the northern Australian town Nester so that it can be developed as an important tourism hotspot. The geographical location of the region offers a number of advantages to the town. It can therefore be developed in three ways. First as an early historic town, as a gateway to visit more exotic natural places and as a vacation destination that combines a number of attractions. As a consequence, there are three target segments that are reached through the adoption of an effective media plan. One of the underlying principles of the entire integrated marketing plan is that of sustainability though non-commercialization. This will mean intense involvement of the local administration and effective use of non-commercial media sources such as internet forums, adventure magazines, and etcetera.