The new Tourism Australia (TA) campaign, with the tagline “There’s nothing like Australia”, is being developed in two phases.
The first phase invites Australians to share their personal stories of where they live and holiday in Australia to encourage interest from potential visitors. The second phase of the campaign, which will be announced in May, involves cinema, television and online advertising.
TA managing director Andrew McEvoy says that the campaign has been developed to help create “powerful” word-of-mouth discussion about Australia to encourage others to travel to and through Australia.
“Australians are the experts on what is unique and special about their country and we want to share this with potential travellers in a way that will make them want to come and visit our country,” he says.
From 15 April to 12 May Australians can upload their suggestions with a photo on to http://nothinglikeaustralia.com, a website created by Tourism Australia for the promotion.
Tourism Australia will use all those entries to create a new interactive map of Australia, made up of all the things Australians think are special about their country. It will be searchable by experience type, location, and by 1,000 keywords. That map will be housed on www.australia.com, which attracts more than a million unique visitors each month, and also at www.nothinglikeaustralia.com.
McEvoy says that online and social media was becoming increasingly important for promoting Australia internationally as a tourist destination.
To encourage entrants there are holiday prizes for the winner from each state and territory and the overall winner.
Tourism Australia came under fire for the “So where the bloody hell are you?” campaign in 2006. Its last over-arching global campaign piggy-backed the Baz Luhrmann film Australia and carried the strapline “Come Walkabout”.