Tourism Australia is launching a $250 million ad blitz targeting affluent travellers domestically and internationally.
In addition to Australia, the campaign rolls out today in China, a key market for Australian tourism operators. It is expected the highest number of in-bound tourists will come from China within a few years. The campaign will launch across 18 markets internationally.
The $250 million media spend includes $70 million from partners such as Qantas. The domestic spend is $5 million.
It builds on the existing 'There's Nothing Like Australia' position and was developed in collaboration between the national tourism body and DDB Sydney.
The centrepiece of the campaign is a three minute film showcasing natural attractions and metropolitan cities around the country. It will screen during Ten's The Project tonight and has been released on the Tourism Australia Facebook page.
The soundtrack to the three-minute film is 'It's Like Love', co-written and performed by Dewayne Everettsmith and Jasmine Beams as part of the 'Making Tracks' campaign.
The film is designed to reach potential travellers on an emotional level and boasts sweeping images and panoramic shots. It was created around the concept of 'from inspiration to information'.
A large part of the campaign is focused on digital executions including the release of a branded app for tablets across both iOS and Android platforms. The app aims to provide a rich media experience of the locations and experiences portrayed in the film, but also features additional information.
An augmented reality out-of-home campaign is taking place in a high-profile shopping centre in Shanghai, China. The campaign will be further supported by out-of-home, interactive digital banners and press executions.
The same campaign assets will be used for the domestic and international markets, purportedly the first time a Tourism Australia campaign has done this. The assets are designed to be modular and flexible for various markets.
Tourism Australia executive general manager consumer marketing Nick Baker said: “Today's savvy traveller is increasingly searching got 'best of' experiences, and that includes the physical product, which is why we have taken the new step of including inspirational examples of Australian tourism's best accommodation options and experiences within the ad.
“Part of our focus is to use word of mouth and digital advocacy to sell Australia. We know that stories bring people together and a large focus for this campaign is to use social and digital channels to allow people to share their experiences of our country.”
DDB Sydney executive creative director Dylan Harrison said: “We really want people to feel why there is nothing like Australia, so our approach was to harness the drama of our unique cities and landscape. A delicate balance has been struck between these inspiring places and the people within it, so that neither is more dominant than the other.
“With this campaign, we want Australians to feel a real mix of pride and awe around their country. With international visitors, it's a mix of wonder and curiosity.”
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