Tourism Australia’s New Global Advertising Campaign

Tourism Australia has launched the next stage of its global tourism campaign - There’s nothing like Australia - featuring the personal holiday experience recommendations of the Australian people.

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. “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.”

Supporting the website is a suite of adaptable digital, print and broadcast advertising materials. 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.

 “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,” added Mr McEvoy.

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