Tourism Australia Spends $250 Million on U.S. Marketing Campaign

Tourism Australia unveiled the latest phase of its global marketing campaign, “There's Nothing Like Australia,” in the United States, reports TravelPulse.com. The company will spend approximately $180 million in Australian currency over the next three years to promote the campaign in key international markets and in Australia.

Australia’s national tourism group wants to promote the country with industry partners using a clear and consistent voice. The campaign will feature a new ad for television and radio, as well as print executions, and social media will be a very important factor. In fact, Tourism Australia's three million Facebook fans will assist in promotion, and an interactive tablet app and website are also intended to entice tourists. The webpage will connect to the advertising campaign by giving customers more details about the stories that the ads mention. It will also provide more information on destinations in Australia.

"When we first launched ‘There's Nothing Like Australia’ in May 2010, it was built to last and designed to be flexible,” said Andrew McEvoy, the Managing Director for Tourism Australia. “Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment." The latest round of the campaign, he says, builds on an already successful and established platform. As in the past, it will emphasize some of the country's best tourism attractions, experiences and products.

Some of the attractions highlighted in the campaign include the Bungle Bungles in The Kimberley, Uluru, Sydney's harbor, and the Lizard and Hayman Islands in the Great Barrier Reef. Freycinet in Tasmania and South Australia’s Kangaroo Island are featured, too.

"Promoting your best attributes is a strong and proven marketing principle,” McEvoy said. “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 travelers and different budgets.”

The campaign, the creative concept of which was developed by DDB Group Sydney, will start in U.S., China and the U.K. Since the campaign also intends to encourage Australians to take a vacation without leaving the country, it will also run in Australia as a domestic marketing push.