After ‘Where the bloody hell are you?’ comes ‘There’s nothing like Australia’

Tourism Australia today revealed its new brand positioning.

After “Where the bloody hell are you?” comes “There’s nothing like Australia.”

The Australian public will be enlisted to upload photographs of their favourite Australian experience and explain in 25 words why “There’s nothing like…” as part of the first stage of the new campaign.  

The images will be tagged by subject and location and after being moderated will be searchable by these tags on the TA website.

They will also form the basis of the ads that follow which will include digital, TV and print. The “There’s nothing like…” line will then be tailored to specific Australian locations and experiences.

The line was created by TA’s ad agency DDB.

The new position was unveiled in Sydney this morning.

Referring to the “Where the Bloody hell are you?” campaign, tourism minister Martin Ferguson said: “We tried the Lara Bingle big bang approach and it failed. We stepped back and drew a breath and used the film Australia to take stock to build a campaign that has some longevity. Ministers and governments come and go but this will be here for a decade or more.”

Tourism Australia describes the campaign as having three stages: invite, inspire and engage.

The invitation to Australians to be part of the campaign by uploading their images launches in mid April. This phase of the campaign, including media and building the site, has a budget of $4m.

After the closing date the images, and accompanying captions will be part of an interactive map of Australia sitting on the site. They will be a navigation point, allowing users to navigate to what they are interested in via tags.

Nick baker, TA’s marketing boss said: “We are going to invite every Australian to stand up and represent their country. We are going to ask them to tell the rest of the world what makes Australia such a special place.”

He said the intention was to attempt to use social media to deliver genuine word of mouth on specific experiences. However, he stressed that the images and comments will be pre-moderated, describing it as “user-assisted, not user generated content”.

The next phase will see the creation of the first video ad to accompany the campaign – baker stressed that he was not describing it as a TVC, because it will be created as much for online as it will television.

The ad will be shot by Aussie director Michael Gracey. His recent work includes the global Lipton ad featuring Hugh Jackman and the Evian babies ad which has had more than 20m views on YouTube.

Tourism Australia today revealed its new brand positioning.

After “Where the bloody hell are you?” comes “There’s nothing like Australia.”


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