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Australia to boost tourism with $243m campaign

Tourism Australia has unveiled the latest phase in its ongoing ‘There’s nothing like Australia’ campaign, kicking off in China and followed by the UK and the US.

The latest phase in the campaign focuses on a range of Australian attractions including Sydney harbour, Kangaroo Island, Great Ocean Road, Gold Coast, Hayman Island and Lizard Island.

Created and developed by DDB and OMD, the campaign elements span broadcast, print and online. There is a strong focus on digital and social media, in particular via Sina Weibo and Tencent. Other elements include an interactive tablet app, which shows information about particular locations.

The soundtrack for the ad, entitled It’s Like Love, was co-written and performed by Australian singer-songwriter Dewayne Everettsmith and American viola player Jasmine Beams.

The campaign will see Tourism Australia spend $243m over the next three years in a bid to lure tourists to the country. Approximately $175m will be spent rolling out the campaign in its key international markets and within Australia. The tourism board also expects to secure up to $68m in additional funding from industry partners to support joint marketing activities.

“The primary purpose of all our marketing is to drive international visitation and also, China now represents an opportunity for around 900,000 annual visitors worth up to $8.8bn a year for Australia by decade’s end,” says Tourism Australia managing director Andrew McEvoy.

Jenni Baker, London