Tourism Australia | There's nothing like Australia | Australia

DDB continues it role as the tourism organisation's creative agency. The campaign is set to progressively reveal itself in three stages, namely ‘invite, inspire and engage’.

The ‘Nothing like Australia’ website will be launched on 15 April. The new portal symbolises Tourism Australia’s expansion into social media, with the Australian public being asked to upload their favourite moments, activities and destinations, together with a short description.

The site expects to hold up to 15,000 photos and, on the closing date of 12 May, these will form a collage taking the shape of an interactive map, with tags and navigations to each part of the country a photo represents. The best work will also be used online and in print advertising globally. An ultimate Australian holiday giveaway is due to take place at the end of the campaign, too.

Andrew McEvoy, managing director of Tourism Australia, explains that 96 per cent of Australians quizzed in research conducted for the campaign believe that “they know the secret to a great Australian holiday, and eight in ten would like to help promote their country to the world.”

The television, cinema, print and digital elements will be tailored to each region and experience that they are advertised in, with the message: “There’s nothing like…’. The whole campaign is set to go international by May 2010.

Attempting to lift itself from the mire of the infamous ‘Where the bloody hell are you?’ campaign in 2008, the Australian tourism board moved on to its ‘Come Walkabout’ drive in 2009.




Credits:
Project There’s nothing like Australia
Client Tourism Australia
Creative agency DDB Sydney
Exposure Telelvision, print, online