Tourism Oz launches next phase of There’s nothing like Australia, targets domestic market

Tourism Australia has today launched the next phase of its There’s nothing like Australia campaign – Dream Team, focusing on the domestic market.

As with the launch of the brand positioning last year, Australians will again be invited to share their favourite experiences and destinations on the website and this time nominate their Aussie Holiday Dream Team of up to five people.   

Contributors and their chosen five companions will have the chance to win a share of $300,000 worth of travel prizes in Australia, sponsored by Luxury Lodges of Australia, Qantas and Sony Music.

The promotion, created by DDB, will include call for entry activity across digital, print, TV, radio and social media through advertising, content integration, editorial placements, competition giveaways, Friends of Australia celebrity endorsement and the formation of a Celebrity Dream Team.

Ten and Nova have also singed on as media partners with an outside broadcast of the Meshel, Tim and Marty show taking place on October 7 from Uluru.

The campaign aims to leverage social channels to encourage Australians to share their experiences travelling in Australia and drive advocacy for Australian domestic travel.

Nothing_like_australia_screengrab_2 mumbrellaLast year, almost 30,000 destination and experiences were submitted to the site which created an online interactive map of Australia. The map will continue to be at the centre of the There’s nothing like Australia brand campaign.

The announcement of the new phase of the campaign follows the release of results from the National Visitor Survey this week, which reports on domestic overnight, day-trippers and outbound travellers.

Domestic overnight trips increased 8% during the quarter, and were up 4% in the previous 12 months to 68.9 million.

Tourism Australia managing director Andrew McEvoy said: “Domestic tourism still accounts for about two thirds of all overnight expenditure in Australian tourism, and sustaining and growing these sort of numbers is critical if the Australian industry is to realise its goal of doubling overnight expenditure to $140 billion by 2020.”


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