Tourism Australia has launched the next stage of its new global tourism campaign – There’s nothing like Australia – featuring the personal holiday experience recommendations of the Australian people. Launched today to around 2,000 international and local tourism industry delegates at the Australian Tourism Exchange trade show in Adelaide, the new campaign uses digital, print and broadcast media to show what is unique and iconic about Australia and why others should visit.
Tourism Australia Managing Director, Andrew McEvoy said at the heart of the campaign was a new online interactive map of Australia, featuring almost 30,000 images and stories submitted by the Australian people. “Our research found that 80% of Australians wanted to promote their country as a travel destination so we invited them to share their pictures and stories at the campaign website,” Mr McEvoy said.
“Now potential travellers around the world will be able to access this information using the latest interactive digital media technology at www.australia.com and www.nothinglikeaustralia.com to research and plan their trip to Australia.
“Australians have identified our people, wildlife, beaches, the reef, the outback, vibrant cities and laid-back lifestyle as the things that make Australia a unique and special place to visit. These suggestions are highlighted in all the elements of the new campaign,” Mr McEvoy.
Supporting the website is a suite of adaptable digital, print and broadcast advertising materials that give the travel trade the ability to consistently sell Australia’s tourism experiences internationally with the There’s nothing like Australia message. The video advertising piece created for the campaign has been directed by internationally acclaimed director Michael Gracey, who has had significant international success. Accompanying the spectacular images featured in the video is the There’s nothing like Australia song written by Josh Abrahams. The use of the song represents a back to basics approach by using music to ensure that consumers remember the advertising long after they have seen it.
Mr McEvoy said Tourism Australia had also consulted widely to identify what the international travel trade believed was the most effective imagery and messaging in selling Australian holidays to consumers in a range of markets. “Our industry partners from around the world told us to show the icons, show the animals, and make it fun and friendly. Keep it simple and make sure the ad materials can be used by partners like airlines, wholesalers and travel agents around the world to sell travel to and within Australia. And that’s exactly what we have done with the There’s nothing like Australia campaign.