Tourism Australia to focus on luxury in next advertising campaign

Tourism Australia’s next global advertising campaign will focus on luxury experiences in the country, the tourism body’s executive general manager marketing Nick Baker has told Mumbrella.   

The campaign, penned for release in the second quarter of 2012, will be an extension of the There’s nothing like Australia brand position launched last year.

“We’re looking at the various different options to raise the profile of some of the luxury accommodation there is in Australia and not just from an accommodation perspective but also the unique experiences that Australia gives and the way that Australia does luxury, which is different to the rest of the world.”

He added: “We’re not about marble and gold, we’re about situations, people and places that really embrace the natural environment and showcase it in extraordinary ways.”