250 Million Reasons Why There’s Nothing Like Australia

Tourism Australia  says it will spend A$180 million over the next three years on the latest iteration of its ‘Nothing Like Australia’ advertising campaign, which it launched in China today. It is hopeful the travel industry will commit another A$70 million toward joint marketing initiatives, bringing the total spend to an incredible $250 million.

Creative Execution
The second phase of ‘There’s nothing like Australia’ is an integrated and multi-channel campaign which includes:
A new broadcast ad highlighting examples of world class product and experiences in Australia which will be used in broadcast, cinema and digital channels;
New interactive tablet application;
New print and digital executions, including interactive and rich media digital advertising banners;
Social media  campaigns;
Online video content  and short films;
New consumer, media and trade itineraries;
New destination content for australia.com which will continue to be the heart of the campaign and the call to action on all advertising.
TA says the money will be spent an integrated and multi-channel campaign including:
  • A new broadcast ad highlighting examples of world class product and experiences in Australia which will be used in broadcast, cinema and digital channels;
  • New interactive tablet application;
  • New print and digital executions, including interactive and rich media digital advertising banners;
  • Social media  campaigns;
  • Online video content  and short films;
  • New consumer, media and trade itineraries;
  • New destination content for australia.com “which will continue to be the heart of the campaign: and the call to action on all advertising
Tourism Australia’s Managing Director Mr McEvoy said the Chinese market was a major focus of the campaign.
“The primary purpose of this and indeed all our global marketing is to drive international visitation and China now represents both our fastest growing and most valuable international inbound tourism market,” he said.
The campaign will start in China, the UK and USA and also run in Australia, with A$5 million being spent on a domestic marketing push to encourage more Australians to holiday in their own ‘backyard’.
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