Tourism Australia launched at ATE 2010 today a new interactive website and television commercial as part of the second phase of its global tourism campaign, There’s Nothing Like Australia.
At the heart of the campaign is an interactive map of Australia, found at nothinglikeaustralia.com, which combines all 30,000 images of Australia sent in by locals in the first phase of the campaign.
It allows potential travellers across the world to see what the country has on offer, give them the opportunity to tag their favourite pictures, find out how to get to a destination as well as plan their trip.
Local and international travel agents will also be able to make use of a widget available from the website.
In its television commercial, Tourism Australia unveiled its new song written by Josh Abrahams. It features a range of ordinary Australians, young and old, and of different ethnicities, at iconic locations around Australia signing the same larrikin tune.
Tourism Australia Managing Director Andrew McEvoy said the campaign was “the most integrated tourism campaign ever run” with involvement from all parts of the industry.
He also noted the preliminary success of Tourism Australia’s new tagline There’s Nothing Like Australia which has translated well into other languages, and believes the campaign captures “a fresh friendly Australia”.
A range of 12 print advertisements will also support the campaign.
Source = e-Travel Blackboard: J.L