Tourism Australia’s much anticipated TV commercial – the first since it adopted the DDB-created “There’s Nothing Like Australia” line – has finally been unveiled.
Directed by Michael Gracey, the ad – a muscial spectacular – features iconic Australian imagery before directing viewers to the Nothing Like Australia website.
Tourism Australia’s new There’s Nothing Like Australia positioning was revealed in March. It follows the “Where the bloody hell are you?” campaign featuring model Lara Bingle which was created by Tourism Australia’s previous agency M&C Saatchi.
Nick Baker, Tourism Australia’s executive GM of marketing, said: “From the get go, we have listened to the Australian public and the industry, and found that 80 per cent of Australians wanted to promote their country as a travel destination.
“It was important to us that this campaign was simple, universally appealing and one that would strike a chord with international visitors by using insights from the Australian people.”
The TV ad, which is part of an integrated campaign, will be launched globally in the middle of next month, starting with the UK. It will also be released locally in cinemas.
Matt Eastwood, DDB national creative director, told Mumbrella: “The scenes in the film are based on some of the best scenes from the online competition.
“The TV spot is unique in that we go back to some of the iconic locations that have not featured in Tourism Australia’s advertising in a while, such as Uluru, the Twelve Apostles, the Gold Coast and the camels on the beach in Broome.”
Eastwood added that they chose to write a song for the ad because of the “universal appeal” music has with people, regardless of whether they are from an English or non-English speaking country.
Chris Brown, DDB group MD, said: “The ad not only shows the depth of what Australia has to offer, as a new and exciting experience, but through research we realised it was also important to capture the welcoming nature and warmth of the Australian people.”
The There’s Nothing Like Australia website now features nearly 30,000 user-uploaded images from across the country. However, because the application is Flash-based it will not be viewable on iPhones or iPads.
Eastwood said it is currently developing apps for the iPhones and iPad, which is expected to be unveiled in the next six months.
Meanwhile in other marketing activity, Tourism Australia and Qantas have today announced a new three year $44m partnership to market Australia internationally as a tourist destination.
The deal includes international cooperative marketing campaigns, trade events, business events and PR activities.
- Client: Tourism Australia
- Agency: DDB Sydney & TribalDDB
- TV Director: Michael Gracey
- Production Company: Prodigy Films
- Post Production: The Lab
- Music: Josh Abrahams
- Music production: Trackdown Studios, Fishtank Recording and Nylon
- Photography: Anson Smart