New Global Marketing Push for Australia

A new A$360 million global marketing campaign promoting Australia was unveiled last week by the Australian Tourist Commission (ATC), to extend the world's knowledge of Australia overseas and increase international visitors to the country.

The new Brand Australia marketing approach, launched by Minister for Small Business and Tourism, Joe Hockey is a key platform of the Australian Government's Tourism White Paper.

The new Brand Australia includes a series of television commercials that show Australia "through the eyes" of individuals including singer Delta Goodrem, commentator and cricketing legend Richie Benaud, poet Les Murray, artists Barbara Weir and Brett Whiteley and media personality Jono Coleman. Author DH Lawrence and English broadcaster Michael Parkinson also feature in the commercials.

ATC Managing Director, Ken Boundy said the new marketing approach, using the signature line Australia. A different light represents Australia as a country, rather than merely a holiday destination.

"The new Brand Australia - a unique marketing approach - is a major shift away from traditional tourism marketing and will help differentiate Australia from its competitors," Mr Boundy said.

"Different personal perspectives are brought to life in the new advertisements," he said "In the ads, the personalities give their personal view of Australia and highlight new aspects of the country that are not well-known overseas.

"This diverse group of personalities tell their stories through food and wine, literature, music, poetry, and painting, helping to broaden the image, understanding and appeal of Australia around the world."

Mr Boundy said that in today's changing world, people were looking for a travel experience that provides an opportunity to explore a wide variety of physical, emotional and intellectual pursuits.

"People want more than just time off - holidays are seen as an opportunity for self development," he said. "The new Brand Australia taps into this and presents a picture of Australia that appeals to the heart, as well as the mind.

"The new signature line, Australia. A different light works for us in a number of ways. It represents both the physical aspect of the incredible light and colours in this country as well as presenting to the consumer the opportunity to see both Australia and themselves in a different light."

The new Brand Australia provides a platform for all tourism promotion now and into the future.

"In developing the new brand, we've created the brand story of Australia which extends beyond the ads and includes brand values and behaviours, a new logo and a new signature line that will be included in all campaigns globally," Mr Boundy said.

The Australian Government allocated an additional $160 million to international and domestic marketing as part of the Tourism White Paper, providing funding to "re-brand" Australia overseas. 

The first phase of the new Brand Australia campaign will include television advertisements in the United Kingdom, Italy and Singapore, and for the first time will be screened in Australia, by See Australia. Overseas the campaign also includes cinema screenings, outdoor billboard ads and magazine advertisements.