Tourism Australia’s latest iteration of its
global ‘There’s Nothing Like Australia’ campaign, focusing on Australia’s
aquatic and coastal experiences, has generated significant interest from
international travellers as well as strong support from Australian tourism
businesses and international trade.
In just two weeks since the premiere in New
York, the campaign film featuring Chris Hemsworth’s voiceover has been watched
over five million times on Facebook and YouTube, Australia.com has hit record
visitor highs and feedback from Tourism Australia’s social media fans has been
So far, more than 2,000 media articles have
been published announcing Tourism Australia’s new global ambassador and the
campaign launch, delivering an estimated $50 million to date.
“The feedback we’ve received so far has been fantastic. As with
Restaurant Australia, we’ve built this campaign based on our market insights
along with strong engagement with industry, the states and territories and our
commercial partners. We’ve tried to involve them at every stage of the journey.
It’s an approach I think has worked well and one which will stand us in good
stead as we take this exciting new campaign to the world,” said John
O’Sullivan, Tourism Australia’s Managing Director.
Australian tourism businesses are getting
on board, contributing photos to Tourism Australia’s popular social media
channels and, in the case of BIG4 Holiday Parks of Australia, embedding the
campaigns ‘immersive’ 360 video content on their websites. At Tourism
Australia’s industry briefing in Melbourne last week, attended by around 300
Victorian tourism businesses, the three minute ad received a spontaneous round
of applause and support was voiced for the campaign.
Following the launch in New York on
Australia Day eve, Tourism Australia will spend A$40 million over the next six
months rolling out the new campaign – starting in the US with a joint campaign
with Virgin Australia and then across other key international markets,
including the UK, China, Japan, South Korea, Singapore, Indonesia, India,
Malaysia and New Zealand.
The campaign will sit alongside and
complement existing Tourism Australia marketing activities, including its
current promotion of food and wine and Indigenous experiences, providing an
additional proof point to demonstrate why ‘There’s Nothing like Australia’.