TOURISM Australia has gone upmarket for its new $250 million marketing campaign.
The 90-second commercial launched in Shanghai showcases some of the country’s most luxurious – and expensive – travel experiences. ‘¨’¨
The campaign is aimed squarely at wealthy Asian travellers and unlike previous campaigns with Paul Hogan encouraging Americans to come over and throw a shrimp on the barbie, or bikini-clad model Lara Bingle asking ”where the bloody hell are you?”, there is not a celebrity to be seen.
Properties and locations featured include Wolgan Valley Resort and Spa in the NSW Blue Mountains, five-star dining at Longtitude 131~° at Uluru in the Northern Territory, Hayman Island and the Great Barrier Reef, and Tasmanian luxury lodge Saffire Freycinet. ‘¨’¨
The new campaign will have a strong social media focus. ԬլIt includes an interactive tablet app and hub on its website www.australia.com to give people more information on the locations featured in the ad. Ԭլ
Tourism Australia managing director Andrew McEvoy said the updated There’s nothing like Australia campaign, launched in May 2010, was built to last
"This new campaign creative – particularly the locations and how they have been shot – clearly demonstrate Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest."’¨
The campaign, which will also run in the US, UK and at home in Australia, has been well received by inbound tour operators and hoteliers.
"While the television commercials are stunning and contain iconic Australian imagery, they also promote our cosmopolitan cities," said Tourism and Transport Forum CEO, John Lee, "and that’s very important for our growing Asian markets."
