Tourism Australia unveils new coastal tourism campaign
Contributors are not employed, compensated or governed by TD, opinions and statements are from the contributor directly
Tourism Australia has officially launched its new global campaign, focusing on the country’s aquatic and coastal experiences.
The latest strand of the country’s ‘There’s Nothing like Australia’ campaign was officially unveiled at an event in New York on the eve of Australia Day, in an event attended by Australia’s Minister for Foreign Affairs, Julie Bishop, and Hollywood actor Chris Hemsworth, who is fronting new campaign.
The event saw images of Australia’s aquatic tourism experiences projected onto the ice rink at Bryant Park, while the food was provided by Australian chefs Curtis Stone and Luke Mangan.
Tourism Australia’s managing director, John O’Sullivan, said the new campaign would enhance what is already a popular draw-card for Australian tourism.
“Already 70% of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets,” O’Sullivan said.
“While Australia is known for its natural beauty, the world still doesn’t have a full appreciation of the breadth, depth and quality of our aquatic and coastal experiences. They’ve always been an important part of our destination story but they’ve never before taken centre stage.”
The new campaign will complement existing Tourism Australia marketing activities, which focus on food and wine and indigenous experiences.
“There’s Nothing like Australia was always designed to provide a long-term platform from which we could evolve our tourism message. We did this most recently with Restaurant Australia and now with a dedicated focus on Australia’s distinctive and high quality aquatic and coastal experiences,” O’Sullivan said.
The latest campaign uses VR and 360 technology to showcase more than a dozen experiences from every Australian state and territory. These include a helicopter ride over the 12 Apostles, swimming in Sydney Harbour, snorkelling on the Great Barrier Reef, kayaking through Katherine Gorge, driving on the beach in South Australia, cycling around Lake Burley Griffin, sailing through the waters of Rottnest Island, and walking the recently launched Three Capes Track in Tasmania.
Tourism Australia will spend AU$40 million (US$28m) over the next six months rolling out the new campaign. It will start in the US before moving to the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
Comments are closed.