Tourism Australia says Theres Nothing Like AustraliaR

first_imgTourism Australia is taking a different tack with its tourism campaign this year, after the lacklustre response from the market in regards to the last two ad campaigns.Federal tourism minister Martin Ferguson launched Australia’s new global tourism marketing campaign at a press conference this morning. He said the innovative campaign would revolve around the “great historic invitation” from everyday Australians telling others that “There’s Nothing Like Australia”.Using social and digital media along with more traditional forms of print and broadcast media, the new campaign will officially launch to the public on April 15. People will have the chance to upload why they think ‘There’s nothing like Australia’ on http://nothinglikeaustralia.com with personal photos and a short description starting with the phrase “There’s nothing like…” Nick Baker, Tourism Australia, Executive General Manager Marketing believes the campaign will work because “there is nothing more authentic then a word of mouth recommendation.”Tourism Australia will pick a number of the best entries to be used in online and print advertising globally. Andrew McEvoy, Tourism Australia, Managing Director said TA will use the photo entries to create an online geo-tagged map of Australia, which will be used as a searchable online resource on www.australia.com Matt Hingerty, Managing Director of the Australia Tourism Export Council (ATEC) said the multi-disciplinary nature of the new campaign worked well with the ‘Brand Australia’ concept – using a single idea to promote Australian exports such as agriculture, manufacturing and technology. Mr McEvoy said the new $4 million campaign and tagline had the potential to withstand the test of time as well as cross cultural boundaries.“Longevity is key in this industry…The next thing we do will be something for the long term,” said Mr McEvoy. There’s Nothing Like Australia Nick Baker, Tourism Australia Executive General Manager Marketing Source = e-Travel Blackboard: C.Flast_img

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