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Australia has received the Golden Hall of Fame Award for 'The Most Effective Media Campaign Plan of the Year' for the new
Brand Australia campaign in Singapore’s premier advertising awards.
The award was presented to Tourism Australia for the “Australia. A Different Light” brand advertising campaign launched in
Singapore in May this year. The award, from Singapore’s Institute of Advertising, was judged on strategic thinking, creativity and
campaign results.
Tourism Australia Acting Managing Director, Ken Boundy said it was a great honour to receive international recognition for the
recently developed Brand Australia advertising campaign.
“Australia enjoys a high level of awareness amongst Singaporean travellers so we need to provide new and compelling reasons
for them to want to experience the country,” Mr Boundy said. “In developing the new campaign it was vital to expand
Singaporean travellers’ knowledge of the country and the different experiences it offers.
“In a highly competitive marketplace a new approach was needed that would help Australia to break through the clutter of
traditional advertising and it is great to receive recognition from the industry in Singapore that we have created a campaign
which hits the mark.
“The newly created campaigns are distinctly Australian and also capture the emotion of how the country might make you feel
when you experience it first hand.”
The Tourism Australia brand advertising campaign finished ahead of finalists with strong global brands including McDonalds,
Nike and HSBC.
Mr Boundy said the award was one of a number of international awards that Tourism Australia has received over the past two
months.
“In recent months Australia has received numerous awards for its tourism marketing efforts in key markets around the world
including China and the UK,” Mr Boundy said.
“These awards are great recognition of Tourism Australia’s marketing programs to ensure travellers worldwide continue to feel
inspired to visit Australia.”
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