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 Australia.com 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.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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nothing like australia
There's nothing like Australia
Tourism Australia
where the bloody hell are you
This is thinking. I like it.
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It’s a competition, State and Territory Winners will each win:
(a) a Google Nexus One phone valued at approximately AU$570 excluding GST. The Google Nexus One phone prize is for the phone only and does not include any call costs or mobile phone plan; and
(b) a voucher valued at AU$5,000 for travel within the relevant State or Territory where their winning photograph was taken.
http://www.nothinglikeaustralia.com/
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Sounds like what I say every time I return from an overseas trip. “That was great but there’s nothing like Australia”. Nice.
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@Sonny: +1
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Chris raises an interesting insight:
That’s what visitors say about their homes too…” Australia was great but there’s nothing like… Norwich!”
All depends where you hang your hat. Is there really nothing like Australia?
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The overall campaign sounds good, but that tag line.
Yeah, we’re unique – just like everyone else.
Singapore’s brand position/tag/slogan is “Uniquely Singapore”.
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Sounds ‘a lot like’ every other travel campaigns, communities run by hotels, airlines cities – insert travel brand here.
Delivered as a publicly viewable (read: social) 25 words or less promotion…
Nexus One – will probably get me to enter though
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Big Yawn. Not distinctive, Not motivating and when push comes to shove not even that true….. What a waste of time and money.
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Oh dear. Bring back Hoges please.
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I agree it might be a bit generic… isn’t NZ using: “There’s no place like New Zealand”
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The idea is a lot more than the tag line. Getting Australians to express how they feel about their country is based on a human truth and I’m really interested to see how this unfolds.
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There’s nothing like Australia.
No washing powder cleans better.
They’re classic advertising weasels; it sounds like a positive statement, but it’s really as hollow as Paris Hilton’s head. Why you’d try and build a campaign around one is beyond me, unless of course you couldn’t actually find anything good to say about our wide, brown land?
This will motivate no-one. At least people remembered the Bingle.
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Alison F – NZ’s campaign is 100% Pure. I remember reading somewhere that Tourism Australia wanted the same kind of momentum that the NZ tagline had. “There’s nothing like Australia” won’t be falling just across tourism though, they want to use it for exportation, tourism, fashion, movies etc etc. I like the idea of people being able to add their piece to it through photo uploads, a nice way to keep Aussies involved.
And Zed, there is nothing like Australia, this place is unique. Sure there are other great and amazing places in the world, but the Australian experience is unlike any other, so in that respect I think the tagline works. Will be interesting to watch the progress.
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There’s nothing like… getting the public to write your campaign for you…
Especially when you have struck out two times in recent memory…
This campaign could work, I just hope Bingle and Baz don’t have an internet connection.
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Sounds pretty good to me, mainly because it’s so flexible – they can use this to sell ANY aspect of Australia, from the traditional beaches-outback-etc stuff through to events like the F1.
It’s much better to try and attract tourists based on telling ’em what they are missing and why Australia’s a unique destination, then to assume they should already know that and thus ask “Where the bloody hell are you?”.
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Such a slogan doesn’t have to be followed by a positive statement.
“There’s nothing like Australia… for internet censorship”
just for starters. And the next time there is an Indian-students-style controversy, or another boat refugees incident, it will be “…for racism”.
A big risk to use a slogan that is so open to abuse.
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Love it. Love the interactive element. There’s nothing like the feeling of gentle, cooling drizzle falling on your swag, camping under a Kakadu moonlight and a sky bursting with stars. I look forward to reading other people’s travel stories and I’m sure gazillions of others will love reading them too!
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I think the tagline is pretty weak and agree it is open to abuse. I also think it’s a little disappointing that a campaign of this spend seems to just be a glorified 25 words or less comp, I hope they have some cool ideas up their sleeves to make it all much more exciting in launch phase.
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The other side of this competition that nobody has really mentioned is the fact that it’s just a blatant attempt to build an image library.
Check out the T&C’s (clause 42) and you’ll see that by simply uploading, you lose all rights to the photo you’ve taken as you grant them a perpetual, royalty free licence.
These types of contests are unfair and Tourism Australia should change it’s rules to only claim rights over winning entries, not the entire batch of submissions.
“There’s nothing like” a blatant image grab.
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Regardless of the fact that they say that they won’t allow entries with offensive content (clause 8), Clauses 11 and 45 state that all material becomes and remains the property of the promoter.
What if someone uploads offensive or illegal material such as child pornography? Does TA automatically becomes the owner of this content regarless of whether the entry is accepted or not?
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Claire – you can probably see from all the stories today about all of this that what I was referring to was actually the “There’s no place like Wellington’ campaign that was launched recently – sounds very similar to There’s nothing like Australia if you ask me…
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“Where the Bloody hell is the idea”?
I am rather disappointed to say the least by the lack of effort this idea has. Users are asked to generate the next ad for Australia?
How will this ad be sold in other major countries? Do we think the culture and the target market will buy the idea? Shouldn’t we be focusing on selling Australia, its people, food, culture in getting tourist to come to Australia and not waste another “bloody” advertisement internally?
Call me stupid but I think the agency DDB is pulling the minister leg and the tax payers by buying an expensive director to fix a epidemic problem. Loo at what Tourism Queensland did for nothing much than a pr stunt and with hardly any money involved, how can we all stand here and watch this happen.
We all know DDB past of scamming ad and again we see this light come true again by re writing New zealands tag line.
There’s nothing like…wasting of tax payers money, $4 million dollars to do another failed ad. Shouldn’t we put this money towards something that can be constructed like a new opera house? so that more tourist will come to view?
There’s nothing Australian here
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Oh look – a spoof site has already been launched:
http://www.nothinglikeaustralia.net/
“Nothing like giant fucking spiders” LOL.
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“Love it. Love the interactive element. There’s nothing like the feeling of gentle, cooling drizzle falling on your swag, camping under a Kakadu moonlight and a sky bursting with stars. I look forward to reading other people’s travel stories and I’m sure gazillions of others will love reading them too!”
I want to vomit at the pretentious, faux-exuberant naffness of the above.
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There’s nothing in this idea
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