Push Says ‘There’s Nothing Like Australia’

After years of controversy and missteps, Tourism Australia is taking a different approach to traditional tourism advertising, asking locals to chip in with the promotions.

From next month, the government will ask Australians to upload photos and personal stories explaining why they think “There’s nothing like Australia” — the tagline for the new campaign.

Tourism Australia will use those entries to create an interactive map made up of everything Australians think is special about their country. It will be searchable by experience type, location and by 1,000 keywords.

That map will be housed on australia.com, which attracts more than 1 million unique visitors each month, and also at nothinglikeaustralia.com.

A selection of the entries will also be used across TV, cinema, online and print advertisements globally.

The campaign, created by DDB, is timed to capitalize on the return of consumer confidence but also coincides with a longer term Building Brand Australia Program to market Australia as a place to visit, live, work and do business.

Tourism Australia’s managing director Andrew McEvoy said the campaign would aim to tap into “powerful” word-of-mouth discussion about Australia to encourage others to travel to and through Australia.

“Australians are the experts on what is unique and special about their country, and we want to share this with potential travelers,” McEvoy said.

McEvoy noted that online and social media were becoming increasingly important, but he said there would be restrictions about what could be posted on the site.

Marketing Magazine Asia