Responsible Tourism AU
Responsible travel AU is a marketing for cause campaign which intends to generate awareness about responsible travel amongst travellers and tourists in Australia. The campaign mainly runs on a print channel across the city where tourist access is more eg. airports, bus stops, trains and subways. It also has a social media coverage so that people can share their travel experiences, which amplifies the reach of the campaign while also giving the people a voice "I am a responsible traveller." Participants of the campaign can collect exclusive campaign merchandise by showing a code they receive after sharing their experience with the campaign team. Such merchandise has the potential of sparking a conversation amongst fellow travellers on the subject.
The Challenge
The campaign was a response to Sustainable Tourism Development underlined in UN sustainable development goals no. [8]Promote inclusive and sustainable economic growth, employment and decent work for all; [12]Ensure sustainable consumption and production patterns; and [14]Conserve and sustainably use the oceans, seas and marine resources. The World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities". The campaign was developed to address working towards these goals, by raising awareness of travellers and tourists in regard to being conscious about the choices they make while touring and travelling at destinations. The campaign uses a framework where featured participants on social media receive a code to redeem unique merchandise from a nearby collection point. The merchandise is intended to draw attention and interest from other travellers alike and strike a conversation about responsible and sustainable travel. Colors have been picked for the values they resonate.
The Campaign.
