The latest phase of Tourism Australia’s global marketing campaign, There’s nothing like Australia, is launched Monday in China – Australia’s fastest growing overseas tourism market.
New broadcast, print and online advertising materials were unveiled in Shanghai by the Minister for Tourism, Martin Ferguson AM MP alongside Tourism Australia’s chairman Geoff Dixon and managing director Andrew McEvoy.
Tourism Australia will spend approximately A$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 A$250 million by securing up to A$70 million in additional funding from industry partners to support joint marketing activities aimed at promoting 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 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 provide more information on the locations.
Tourism Australia managing director, Andrew 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 that showcase why there is nothing quite like Australia.
The soundtrack for the ad, “It’s Like Love,” is co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams. It was the result of a musical collaboration last year between the two musicians, who wrote the composition as part of Tourism Australia’s Making Tracks campaign.
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