World will fall in love with $180m Oz campaign
The latest phase of Tourism Australia's stylish new global marketing campaign, There's nothing like Australia, has been launched in China – Australia's fastest growing and most valuable overseas tourism market.
In an ad as cool, stylish and sophisticated as the nation it sells, supremo Andrew McEvoy has at a stroke successfully airbrushed previous campaigns from history.
A song written in 2010 There’s Nothing Like Australia after the theme of the campaign, is being replaced with a more sophisticated-sounding song called It’s Like Love, by an Australian singer-songwriter, Dewayne Everettsmith, and 22-year-old viola player Jasmine Beams, who hails from Milwaukee.
New broadcast, print and online advertising materials were unveiled in Shanghai by the Minister for Tourism, Martin Ferguson alongside Tourism Australia’s Chairman Geoff Dixon and Managing Director Andrew McEvoy.
Tourism Australia will spend approximately $180 million over the next three years rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of $250 million by securing up to $70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.
In addition to a new broadcast ad and print executions the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia’s three million Facebook fans. Other elements include a new, interactive tablet app and hub on www.australia.com, to take customers further into the stories played out in the ad and provide more information on the locations.
Tourism Australia Managing Director, Andrew McEvoy, said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia’s best tourism attractions, experiences and products that showcase why there is nothing quite like Australia.
"When we first launched There's nothing like Australia 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 long lasting in a fast-changing global tourism environment," Mr McEvoy said.
The campaign features many unique 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. Several scenes include examples of premier tourism product, a deliberate move to inspire visitors by leading with Australia’s best.
"This new campaign creative – particularly the locations and how they have been shot – clearly demonstrate Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest," Mr McEvoy said.
Mr McEvoy added that adopting a 'world’s best in Australia' approach would appeal to traditional western audiences but also help target Australia's key growth markets – led by Asia – and particularly the new, rapidly expanding middle classes with money to spend and a desire to travel.
"Promoting your best attributes is a strong and proven marketing principle. By leading with Australia’s best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets," Mr McEvoy said.
Mr McEvoy said China was the logical location to launch the new creative, in line with Australian tourism’s transition in this Asian Century and supported by recent research, showing that Australia tops the travel preferences of its Chinese urban elite target audience.
"The primary purpose of this and indeed all our global marketing is to drive international visitation and China now represents both our fastest growing and most valuable international inbound tourism market," he said, adding that China presented an opportunity to deliver around 900,000 annual visitors worth up to A$9 billion a year for Australia by decade’s end.
Tourism Australia is seeking the involvement of the Australian industry in the campaign through partnership opportunities and by sharing campaign tools and resources.
"The industry has bought in very enthusiastically to There’s nothing like Australia, since it was launched two years ago – with 180 partners getting involved – and Tourism Australia will seek similar support in this latest phase of the campaign," Mr McEvoy said.
The campaign will start in China, the UK and USA and also run in Australia, with A$5 million being spent on a domestic marketing push to encourage more Australians to holiday in their own ‘backyard’.
More details of the campaign creative are available at www.tourism.australia.com/TNLA
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