Tourism Australia has today rolled out a major $250 million campaign to build upon its exisiting 'There's nothing like Australia' positioning.
Created by DDB Sydney in collaboration with the national tourism body, the campaign is led by a three minute film showcasing a variety of natural and metropolitan landscapes across the country.
The campaign aims to engage with international and domestic travellers on an emotional level, and was created around the concept of 'from inspiration to information'. The track accompanying the short film is called 'It's Like Love' and was co-written and performed by Dewayne Everettsmith and Jasmine Beams as part of the 'Making Tracks' campaign.
The broader campaign will see a number of wide-reaching executions spanning across cinema, television, print, online, out-of-home and digital platforms. It also features a branded app designed for iOS and Andriod tablets, which gives consumers the chance to learn more about the locations and experiences shown in the film as well as additional information.
Today's international launch of the campaign saw an augmented reality out-of-home execution placed in a high-profile shopping centre in Shanghai, China, supported by interactive digtial banners and print executions. The campaign will screen across 18 markets in total, including the UK and the US, which are yet to launch.