Tourism Australia will launch the next phase of the global campaign ‘There’s nothing like Australia’ in the UK on Monday.
The campaign will launch in partnership with Qantas and will include a 30 second TV advert supported by online, mobile and print elements.
The campaign spend is over £1m.
Rodney Harrex, Tourism Australia regional general manager for the UK and Northern Europe, said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia’s best tourism products and experiences that show why there is nothing quite like Australia.
“When we first launched ‘There’s nothing like Australia’ in May 2010, it was built to last and designed to be flexible.
“Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences.
“We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50-69 – to make this the year they travel to Australia,” Harrex said.
The campaign, produced by DDB, features many unique Australian attractions including the Bungle Bungles in The Kimberley, Sydney’s harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island.
Several scenes include examples of premier tourism product, a deliberate move to inspire visitors by leading with Australia’s best.
“This new campaign creative clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” Harrex added.
The campaign will run until October 28th 2012 and will be followed by Tourism Australia partnerships with other airlines that fly between the UK and Australia.
Tourism Australia will also extend the campaign in the UK through strategic partnerships with tour operators.
The soundtrack for the ad, It’s like Love, is co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams.
It was the result of a unique musical collaboration in 2011 between the two musicians, who wrote the composition as part of Tourism Australia’s multi-award winning Making Tracks campaign.
Tourism Australia will spend approximately A$180 million over the next three years rolling out the evolving campaign in its key international markets and in Australia.