Tourism Australia to focus on luxury in next advertising campaign

Tourism Australia’s next global advertising campaign will focus on luxury experiences in the country, the tourism body’s executive general manager marketing Nick Baker has told Mumbrella.   

The campaign, penned for release in the second quarter of 2012, will be an extension of the There’s nothing like Australia brand position launched last year.

“We’re looking at the various different options to raise the profile of some of the luxury accommodation there is in Australia and not just from an accommodation perspective but also the unique experiences that Australia gives and the way that Australia does luxury, which is different to the rest of the world.”

He added: “We’re not about marble and gold, we’re about situations, people and places that really embrace the natural environment and showcase it in extraordinary ways.”

DDB will again develop the campaign for the tourism after it created the There’s nothing like Australia line last year.

Dylan Harrison, executive creative director of DDB Sydney, told Mumbrella the luxury side to Australian tourism is “new news” for target markets.

“People think they know Australia and they’ve seen all the icons, they’ve very familiar with them. What we’re going to do is show them the side of Australia that perhaps they actually don’t know about.”

Harrison added:” It makes good business sense. The Aussie dollar is very strong and there’s a merging affluent and middle class in the Asian regions and it’s really that target we want to start conversing with but with a different tone of voice. But I think success will be combining this new five-star product with what makes Australia great. So it’s the integration of the product with its unparalleled, awesome natural landscapes.”

But he said the campaign won’t alienate budget travellers.

“It’s absolutely not about saying Australia is exclusively a five-star location and it’s really about talking about what is the world’s best and world class things that Australia has to offer.”

He added: “For instance, there’s a backpackers in Sydney city where you can go and take a $10 bottle of wine and have a million dollar view of the Harbour Bridge and the Opera House. And so what we want to do with the luxury lodges is we want to hero a lot of that product because that is new news but always the conversation is going to be around, what is the world’s best in Australia?”


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