Travel industry key to success of new Tourism Australia campaign
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Tourism Australia expects its new global tourism campaign and tagline – “There’s nothing like Australia” – to last at least the next five years and more likely 10 or 20.
It launched the latest stage of the campaign, which features the personal holiday experience recommendations of the Australian people at ATE 2010 in Adelaide today
Tourism Australia managing director Andrew McEvoy.
There’s nothing like Australia was “a line for the ages,” Tourism Australia managing director Andrew McEvoy told media at ATE.
The new campaign uses digital, print and broadcast media to show what is unique and iconic about Australia and why others should visit. At its heart is a new online interactive map of Australia, featuring almost 30,000 images and stories submitted by Australians.
“Our research found that 80% of Australians wanted to promote their country as a travel destination so we invited them to share their pictures and stories at the campaign website,” McEvoy said.
McEvoy made it clear that the campaign would succeed only with the backing of the industry. States and territories were firmly behind it, he said, and the industry would be able to customise it to suit their needs, products and the regions in which they specialised. It had been designed so industry partners could get on board.
“Its success will lie in the number of industry partners who get behind it,” said Tourism Australia’s executive general manager marketing Nick Baker. He said an interactive widget had been designed with the travel
Tourism Australia executive general manager marketing Nick Baker
industry in mind. Industry players could customise it and choose which experiences they displayed on their own sites. A travel company specialising in the Outback could choose Outback experiences, and so on. Baker said production work on the campaign had cost about AUD4 million. The new site will be bookable by consumers, but not directly. They can go through to other sites and book there.
Baker said uptake of social media sites by the over 45-year-old bracket had been a major feature of the past year or two. Tourism Australia had over 400,000 people on its Facebook pages.
“We think we have the biggest Facebook page of any country in the world,” Baker said. Australia.com has 16 million subscribers and could grow to 20 million. Australia appealed to all ages and to families, not just youth, and it was important to reflect this.
Crucially, the phrase “there’s nothing like Australia” translates well. Baker said much research and testing had gone into the phrase. It translated excellently in Korean, Japanese, German and other languages, retaining its meaning. Translational problems dogged the former “where the bloody hell are you” catchline.
The next phase of the new campaign will see tourists who have visited Australia telling their fellow countrymen (and countrywomen) what a good time they had. “So someone from Germany can see what Germans liked about Australia,” Baker said.
McEvoy said that the new campaign and its interactive map would enable potential travellers around the world will be able to access this information using the latest interactive digital media technology at www.australia.com and www.nothinglikeaustralia.com to research and plan their trip to Australia.
Iconic Aussie image. Sydney Opera House features in the new campaign commercial.
“Australians have identified our people, wildlife, beaches, the reef, the outback, vibrant cities and laid-back lifestyle as the things that make Australia a unique and special place to visit. These suggestions are highlighted in all the elements of the new campaign,” McEvoy said.
Supporting the website is a suite of adaptable digital, print and broadcast advertising materials that give the travel trade the ability to
consistently sell Australia’s tourism experiences internationally with the There’s nothing like Australia message.
The video advertising piece created for the campaign has been directed by internationally acclaimed director Michael Gracey, who has had significant international success. Accompanying the spectacular images featured in the video is the There’s nothing like Australia song written by Josh Abrahams. The use of the song represents a back to basics approach by using music to ensure that consumers remember the advertising long after they have seen it. Delegates at ATE 2010 applauded the song and many found it very catchy. They liked the message and found it straightforward and simple.
McEvoy said Tourism Australia had also consulted widely to identify what the international travel trade believed was the most effective imagery and messaging in selling Australian holidays to consumers in a range of markets.
“Our industry partners from around the world told us to show the icons, show the animals, and make it fun and friendly. Keep it simple and make sure the ad materials can be used by partners like airlines, wholesalers and travel agents around the world to sell travel to and within Australia. And that’s exactly what we have done with the There’s nothing like Australia campaign.
Written by: Peter Needham
