Guidelines for writing about Key Australian Experiences:

• The voice is conversational in tone, narrative (storytelling) in style and inclusive of your readers.
• Share local secrets that only Australians would know, the Australian vernacular, our warmth and sense of humour and offer an insider’s knowledge on travelling to and within Australia.
• Keep copy active using emotive verbs and sensory adjectives where possible to put readers in the scene of what they will take away from your Experiences (Product/Destination)
• Use present tense to give it a sense of currency and immediacy.

Guidelines for writing about Product/Destination(s):

• When describing the product/destination the Key Australian Experience is the hook to draw the consumer’s attention and described within the opening sentence(s) of the product/destination description.
• Emphasise what differentiates the product/destination from others, populating the description with activities which support the Key Australian Experiences:

• Highlight the following
  1. Local insight relating to that experience
  2. Interesting activities to deliver on the Experiences:
  - within the destination (especially when thinking about other countries that offer the same experience, these are our top drawcards).
  - within the product (especially when thinking about other products that offer the same experience), focus on ‘new news’ or any differentiating feature.
  3. The Australian people, lifestyle and environment that are unique to that experience
  4. The point of difference of that experience (what makes it something you’d tell your mates when you get back from holidays)
  5. Add any other relevant specific information Eg specific market segments you cater for (eg in language)

Example of how to enhance your product bio:

Original bio:
The ABC Hotel in Bondi is a deluxe all-suite hotel located directly opposite one of the world's most famous beaches. Located 20 minutes from downtown Sydney and the domestic and international airports. Well appointed king and twin bedrooms with adjoining lounge rooms, with most opening onto private balconies with views over to Bondi Beach or the local district. Also perfect for groups and conferences, the hotel offers full conference facilities to cater for up to 380 delegates, with a flexible
choice of banquet and meeting facilities

New bio:
Come and stay at world renowned Bondi beach where you can meet the lifesavers, learn to surf, explore the coastal walks or hang out in the trendy bars, cafes and restaurants overlooking the beach.

The ABC Hotel is a deluxe all-suite hotel located directly opposite the beach so guests are only ever moments away from doing what the locals do – play, swim or even work! Having just added a new spa facility specialising in Aboriginal spa treatments, ABC Hotel is also a place for guests to unwind and be pampered.

Located 20 minutes from downtown Sydney and the domestic and international airports. Well appointed king and twin bedrooms with adjoining lounge rooms, with most opening onto private balconies where guests can enjoy views over Bondi Beach or the local district whilst savouring local food and wine.

Also perfect for groups and conferences, the hotel offers full conference facilities to cater for up to 380 delegates, with a flexible choice of banquet and meeting facilities.

The friendly staff at Hotel ABC are fluent in Japanese, Korean and Mandarin and all hotel information is available in 10 languages.