Tourism Australia’s call for entries in ‘There’s nothing like Australia’ campaign
Tourism Australia has launched the latest phase of its “There’s nothing like Australia” campaign, asking the Australian public to upload photographs of their favourite Australian experience and explain why.
The tourism body has launched a call for entries via promotions on the Nine Network with personalities including Bert Newton, Catriona Rowntree, Janey Seal and Jason Dundas.
The campaign is also being promoted on Today and Getaway.
Online activity includes video, banner ads, sponsorships and wraps across News Digital Media, and Ninemsn and its partner sites including Grazia and Gourmet Traveller.
There is also newspaper advertising and social media activity through Twitter and Facebook.
Consumers will have until May 12 to upload their entries on the Nothing Like Australia website, which will go into the creation of an interactive map plotting places to visit in Australia.
The next phase of TA’s marketing plans, will which includes a broadcast component and a campaign for the international market, is due to be revealed at the end of May.
TA officially unveiled its new campaign, created by DDB, on March 31.
Meanwhile, in a guest posting on Mumbrella’s sister website, Thumbrella, TA managing director Andrew McEvoy, writes about the first stages of the campaign and urges the industry to get involved.
There’s nothing like… free content.
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Let the celebrities, Bert Newton, Catriona Rowntree, Janey Seal and Jason Dundas,
donate their photos and lose all right to the images. This so called contest is one huge rip off.
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There’s nothing like badly ripping off 42 Below
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There’s nothing like “News Limited” giving their soul !
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If they get 20,000 entries, and spent $4m on the launch, the cost is $200 per entry. With each entry @25 words or less you end up with $8 per word.
Them’s good freelance rates.
You know it makes sense.
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There’s nothing like ripping off 42 below. God, it’s shameful.
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Regardless of whether you all think this is original, a rip off, free content or expensive [the later really no different from most campaigns we are seeing] – the fact the TA and DDB [I assume] are trying something new and learning from a relatively new space for most traditional advertisers, should be more acknowledge than a pure sledge-fest here on Mumbrella.
Australian’s advocating and sharing stories about their country, puts a positive perspective on our population and our country. That is much needed!
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