Tourism Australia unveils new $250m There’s Nothing Like Australia campaign
This is the first time Tourism Australia has debuted an ad in China, Australia’s most lucrative tourism market, but the ad is also airing domestically. The first paid broadcast of the ad in Australia will be during an ad break in The Project on Ten tonight.
The centrepiece of the campaign is the TV ad – directed by Sean Meehan and created by DDB Sydney – but TA is also pushing an iPad app which allows people to explore the places featured in the ad. Users can click through to the destinations’ websites.
The film shows Bungle Bungles in The Kimberley, Sydney’s harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island.
A production budget of $4m was spent on the TV ads, which will run in 15, 30, 90 and 120-second versions, including the digital components.
The soundtrack – ‘It’s like Love’ – is co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams. The pair were behind the award-winning Making Tracks campaign.
A social media element is to follow, building on Tourism Australia’s 3m-strong Facebook fan page.
Tourism Australia’s executive general manager of consumer marketing Nick Baker, said: “When There’s nothing like Australia launched in 2010 it was created to be a longstanding, flexible campaign that would evolve to stay relevant to global consumers in today’s highly competitive global tourism environment.”
“The first phase established the line, There’s nothing like Australia, and created the platform to firmly put the campaign into the markets. The job now is to prove that line, and show our domestic and international audiences what really differentiates us from the rest of the world.”
He added: “Today’s savvy traveller is increasingly searching for ‘best of’ experiences, and that includes the physical product, which is why we have taken the new step of including inspirational examples of Australian tourism’s best accommodation options and experiences within the ad.”
The campaign faces a cluttered tourism ad market at home. It launches two months after the Liberal Party launched a campaign targeted at domestic tourists, urging Aussies to take a ‘Staycation’, and The South Australian Tourism Commission’s controversial cash-for-tweets campaign for Kangaroo Island. Tourism Tasmania launched its own campaign mocking mainland Aussies last week.
Tourism Australia, with Baker presenting, will be talking for the first time to an Australian audience at the Mumbrella 360 conference on Wednesday this week.
- Agency: DDB Group Sydney
- ECD: Dylan Harrison
- App developer: PadWorx Digital Media