The £1m campaign breaks in the UK on Monday (17 September) and is a partnership with Qantas airline.
The activity includes a television advertisement alongside online, mobile and print activity.
Several scenes include examples of high end tourism offerings, which Tourism Australia says is a deliberate move to inspire visitors by showcasing the country’s premium product.
Rodney Harrex, Tourism Australia regional general manager for the UK and Northern Europe, says: “This new campaign creative clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest.”
He adds: ” “When we first launched [the campaign] in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences. We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50-69 – to make this the year they travel to Australia.”
The campaign, created by DDB, features Australian attractions including the Bungle Bungles in The Kimberley, Sydney’s harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania and South Australia’s Kangaroo Island.
The campaign will run until 28 October and will be followed by Tourism Australia partnerships with other airlines that fly between the UK and Australia. Tourism Australia will also extend the activity in the UK through strategic partnerships with tour operators.
The campaign will be rolled out to 18 of Tourism Australia’s key global markets by the end of the year.
British Airways has just announced the end of its 17-year alliance with Qantas and the Australian airline has signed a similar 10-year deal with Emirates.