Shaken & Stirred - Influential Brand Profiling and Positioning

Tourism Australia launches next phase of global campaign

Tourism Australia is launching the next phase of the global campaign There’s nothing like Australia in the UK on Monday 17 September.  The campaign will launch in partnership with Qantas and will include a 30 second TV advert supported by online, mobile and print elements.  The campaign spend is over £1m.

Rodney Harrex, Tourism Australia Regional General Manager for the UK and Northern Europe, said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia’s best tourism products and experiences that show 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 position Australia as an achievable holiday destination that offers premium unique experiences.  We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50-69 – to  make this the year they travel to Australia.” Mr Harrex said.

The campaign, produced by DDB, 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 clearly demonstrates Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest,” Mr Harrex said.

Eric Jelinek, Qantas Regional General Manager in the UK, added, “As Australia’s national airline we have a fantastic  partnership with Tourism Australia with a clear set of joint objectives and we’re thrilled to be the launch partner for the UK roll out.  The creative will drive intention and booking of Australia with Qantas and provide a clear next step for our customers.  We want to maintain Qantas ‘position as the airline of choice from the UK to fly to and around Australia.”

The campaign will run until 28 October 2012 and will be followed by Tourism Australia partnerships with other airlines that fly between the UK and Australia.  Tourism Australia will also extend the campaign in the UK through strategic partnerships with tour operators.

The soundtrack for the ad, It’s like Love, is co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams.  It was the result of a unique musical collaboration in 2011 between the two musicians, who wrote the composition as part of Tourism Australia’s multi-award winning Making Tracks campaign. This second phase of Tourism Australia’s There’s nothing like Australia campaign (which originally launched in 2010) will be active in 18 of Tourism Australia’s key global markets by the end of 2012.

Tourism Australia will spend approximately A$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 A$250 million by securing up to A$70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.


Leave a Comment