Tourism Oz launches next phase of There’s nothing like Australia, targets domestic market
Tourism Australia has today launched the next phase of its There’s nothing like Australia campaign – Dream Team, focusing on the domestic market.
As with the launch of the brand positioning last year, Australians will again be invited to share their favourite experiences and destinations on the www.nothinglikeaustralia.com.au website and this time nominate their Aussie Holiday Dream Team of up to five people.
Contributors and their chosen five companions will have the chance to win a share of $300,000 worth of travel prizes in Australia, sponsored by Luxury Lodges of Australia, Qantas and Sony Music.
The promotion, created by DDB, will include call for entry activity across digital, print, TV, radio and social media through advertising, content integration, editorial placements, competition giveaways, Friends of Australia celebrity endorsement and the formation of a Celebrity Dream Team.
Ten and Nova have also singed on as media partners with an outside broadcast of the Meshel, Tim and Marty show taking place on October 7 from Uluru.
The campaign aims to leverage social channels to encourage Australians to share their experiences travelling in Australia and drive advocacy for Australian domestic travel.
Last year, almost 30,000 destination and experiences were submitted to the site which created an online interactive map of Australia. The map will continue to be at the centre of the There’s nothing like Australia brand campaign.
The announcement of the new phase of the campaign follows the release of results from the National Visitor Survey this week, which reports on domestic overnight, day-trippers and outbound travellers.
Domestic overnight trips increased 8% during the quarter, and were up 4% in the previous 12 months to 68.9 million.
Tourism Australia managing director Andrew McEvoy said: “Domestic tourism still accounts for about two thirds of all overnight expenditure in Australian tourism, and sustaining and growing these sort of numbers is critical if the Australian industry is to realise its goal of doubling overnight expenditure to $140 billion by 2020.”
♫ There’s nothing as bad ♫ As Tourism Oz ads ♫ there’s nothing as bad – as – Toursim – Oz ads…..
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I was at the briefing, and Alice from Mumbrella asked an interesting question about the timings, metrics and measurement of the campaign.
I will be interested to see how this goes. They are expecting to “far exceeed” The original 30,000 postings when the site was launched. Now that this new campaign needs you to nominate 5 other people on the website, does that mean that the campaign will only be succesful if they attract 150,000 postings (30,000 nominations x 5 people each).
It leaves some wriggle room with the results. You need to multiply or divide the results by 5 when they come out in a couple of months.
It will be very telling if when the results are announced if they go with 5 x multiplier as proof of the campaigns success.
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I personally like the concept wrapped around the idea of sharing experiences and showcasing Australia. Some of the current entries are great. There appears to be 600+ entries in a few short days. At this rate they may not ‘far exceed’ any targets but it is early days though.
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