Strong consumer and trade response to new Australia campaign

Tourism Australia’s latest iteration of its global ‘There’s Nothing Like Australia’ campaign, focusing on Australia’s aquatic and coastal experiences, has generated significant interest from international travellers as well as strong support from Australian tourism businesses and international trade.

In just two weeks since the premiere in New York, the campaign film featuring Chris Hemsworth’s voiceover has been watched over five million times on Facebook and YouTube, Australia.com has hit record visitor highs and feedback from Tourism Australia’s social media fans has been extremely positive.

So far, more than 2,000 media articles have been published announcing Tourism Australia’s new global ambassador and the campaign launch, delivering an estimated $50 million to date.

“The feedback we’ve received so far has been fantastic. As with Restaurant Australia, we’ve built this campaign based on our market insights along with strong engagement with industry, the states and territories and our commercial partners. We’ve tried to involve them at every stage of the journey. It’s an approach I think has worked well and one which will stand us in good stead as we take this exciting new campaign to the world,” said John O’Sullivan, Tourism Australia’s Managing Director.

Australian tourism businesses are getting on board, contributing photos to Tourism Australia’s popular social media channels and, in the case of BIG4 Holiday Parks of Australia, embedding the campaigns ‘immersive’ 360 video content on their websites. At Tourism Australia’s industry briefing in Melbourne last week, attended by around 300 Victorian tourism businesses, the three minute ad received a spontaneous round of applause and support was voiced for the campaign.

Following the launch in New York on Australia Day eve, Tourism Australia will spend A$40 million over the next six months rolling out the new campaign – starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.

The campaign will sit alongside and complement existing Tourism Australia marketing activities, including its current promotion of food and wine and Indigenous experiences, providing an additional proof point to demonstrate why ‘There’s Nothing like Australia’.

Tourism Australia