Tourism Australia launches global ad campaign

Tourism Australia has launched a £2.5m global advertising campaign featuring ordinary Australians singing a jingle amid a backdrop of famous Australian landscapes.

The ad, created by DDB Australia, will be played on YouTube for the next three months before being rolled out in Britain in September as a TV and cinema campaign.

The new ad begins a three-year, £88m marketing campaign with the tagline: “There’s Nothing Like Australia.”

This will mark the third global tourism campaign in four years and Tourism Australia is hoping it will erase the lukewarm response to the previous ’Come Walkabout’ and ’So Where The Bloody Hell Are You?’ campaigns.

The TV ad is directed by ad man Michael Gracey, who made Evian Roller Babies, the most watched commercial on YouTube. It features Australians singing lines from the specially composed anthem ’There’s Nothing Like Australia’.

The ad, filmed over the past month at locations across the nation, has drawn inspiration from more than 30,000 entries to an online competition asking Australians to show off their own favourite parts of the country.

This story appeared first on Pitch.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here