Everyday Aussies Help New International Tourism Campaign

Tourism Australia has this week launched the next phase of its new global tourism campaign 'There's nothing like Australia' at the Australian Tourism Exchange in Adelaide.
As Federal Minister for Tourism, Martin Ferguson explained âthis is by far the most innovative tourism campaign produced by the Australian Government and Tourism Australia.
âIt showcases the best of Australia from the perspective of those who best know and love this country â everyday Australians.
âAustralians have contributed over 30,000 images and stories about the extraordinary experiences we have to offer the world - many of which have never featured in our campaigns before.
âBut it goes well beyond just pretty pictures (our enhanced) websites provide a truly interactive experience for visitors to research and plan their trip across this vast continent.
âThe great news for tourism operators across the country is that the campaign not only promotes well-known destinations and tourist icons but also showcases hidden gems in remote and regional Australia, which is vital to encouraging travel beyond the gateway cities.
âMore than 93% of tourism operators are small businesses, and more than 50% of domestic tourism and 20% of international tourism occurs in regional Australia. This campaign represents an unprecedented opportunity for local operators to sell themselves and their destinations to the global market.
âThe campaign builds on research and consultation with international tourists and the tourism travel trade. It will bolster the upward trend we are seeing with year to date international visitor figures increasing 6% on the same period last year.�?
The online component of the campaign will be supported by print advertisements and a new campaign video, produced by internationally acclaimed director Michael Gracey, for broadcast online, in cinemas and on television.
Early reactions to the campaign have been very positive with widespread support from the Australian tourism industry and recognition of the campaignâs potential to assist the industry in achieving sustainable growth.
Tourism & Transport Forum (TTF) Managing Director Christopher Brown said the campaign brings together iconic imagery and music, stating for the first time, music is a real feature of a Tourism Australia campaign,�? adding that this would help to âensure the ad sticks in peopleâs brains.
âThe song will also help with the re�?positioning of Australia under the new Thereâs Nothing Like Australia banner.�?
Brown believes that the strength of the new campaign lies in its flexibility and longevity.
âThe new direction taken by Tourism Australia will help to build the brand equity of Australia as a tourism destination.
âWeâve seen the ongoing success of other countries and cities that have had longstanding brand campaigns.�?

http://www.nothinglikeaustralia.com