The latest phase of Tourism Australia's global marketing campaign, ‘There's nothing like Australia’, has been launched in China. The tourism promotion body will spend approximately AUD 180 million over the next three years,
rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of AUD 250 million by securing up to AUD 70 million in additional funding from industry partners, to support joint marketing activities aimed at promoting Australia, as per a report by traveldailynews.com. New broadcast, print and online advertising materials were unveiled in Shanghai by Martin Ferguson, AM MP, Minister for Tourism, Government of Australia, alongside Geoff Dixon, Chairman, Tourism Australia, and Andrew McEvoy, Managing Director, Tourism Australia. In addition to a new broadcast ad and print executions, the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia's three million Facebook fans. Other elements include a new, interactive tablet app and hub on www.australia.com to take customers further into the stories played out in the ad and provides more information on the locations. McEvoy said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia's best tourism attractions, experiences and products. "When we first launched ‘There's nothing like Australia’ in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment," he said. McEvoy added that adopting a "world's best in Australia" approach would appeal to traditional western audiences but also help target Australia's key growth markets – led by Asia – and particularly the new, rapidly expanding middle classes with money to spend and a desire to travel. "Promoting your best attributes is a strong and proven marketing principle. By leading with Australia's best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets," McEvoy said.
rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of AUD 250 million by securing up to AUD 70 million in additional funding from industry partners, to support joint marketing activities aimed at promoting Australia, as per a report by traveldailynews.com. New broadcast, print and online advertising materials were unveiled in Shanghai by Martin Ferguson, AM MP, Minister for Tourism, Government of Australia, alongside Geoff Dixon, Chairman, Tourism Australia, and Andrew McEvoy, Managing Director, Tourism Australia. In addition to a new broadcast ad and print executions, the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia's three million Facebook fans. Other elements include a new, interactive tablet app and hub on www.australia.com to take customers further into the stories played out in the ad and provides more information on the locations. McEvoy said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia's best tourism attractions, experiences and products. "When we first launched ‘There's nothing like Australia’ in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment," he said. McEvoy added that adopting a "world's best in Australia" approach would appeal to traditional western audiences but also help target Australia's key growth markets – led by Asia – and particularly the new, rapidly expanding middle classes with money to spend and a desire to travel. "Promoting your best attributes is a strong and proven marketing principle. By leading with Australia's best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets," McEvoy said.