Launch of Smartraveller Phase IV
On 2 November 2015, the Foreign Minister launched Phase IV of our Smartraveller Campaign, a new-look website and a new app for Android devices to better communicate key consular messages to support the safety and security of Australians travelling overseas or living abroad.
The Smartraveller campaign uses television, digital, video, social media, print and public transport advertisements to direct Australians to the Smartraveller website for comprehensive consular messages and advice. It aims to assist preparation and build resilience and self-reliance among Australian travellers, including by emphasising the importance of purchasing the right travel insurance.
We extended the reach of the campaign by translating and adapting advertising material for multicultural audiences. We also extended outreach to other target groups, such as school and university students, travel agents and travel industry stakeholders.
The innovative new ‘need help?’ option on the updated Smartraveller website provides quicker and more effective access to information for travellers. It also provides the contact details for 24/7 consular staff, if required. Our updated website received positive comment on social media and through our consular feedback line.
The new Android app, together with the updated app for iOS, further increases access to comprehensive, accurate and up-to-date travel advice, helping travellers stay better informed.
Early indications are that the advertising campaign has affected behaviour. In the six months following the launch, website page views increased by 46 per cent, with a 36 per cent increase in users of the website. More Australians accessing this information will support our longer term aim to see Australians better prepared for situations overseas.
The department also enhanced our internal Consular Information System to support the delivery of prompt, courteous and effective assistance to Australians overseas.