Tourism Australia - Theres nothing like...

Friday, 9 April 2010
By Catheryn York
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Recently I attended an event with Gold Coast Media & Corporate Club where Tom Dery, the Worldwide Chairman for M&C Saatchi, spoke on Tourism Marketing and Destination Branding. Although it was a little focused around a showcase of what Saatchi has done rather than real insight I found it interesting. One point made was that everyone has an opinion on how best to sell Australia and in particular the Australian people.....when selling Australia, its not to the Australians but to an international market. Therefore understanding what the target audience (overseas market) respond to is whats most important. I completely understood this point as even on small branding projects...everyone has an opinion from the receptionist, to the sales manager, to the managing directors kids...and listening to all these opinions can be detrimental to a successful outcome for the client.

In light of this, recently Tourism Australia revealed that the world will be told “There’s Nothing Like Australia”, a long awaited replacement for the widely criticised Where the Bloody Hell are you campaign.

This new line... “There’s Nothing Like Australia” will be used around the world for the next decade and Tourism Australia are calling on Australians to help fill out the campaign with their own experiences and photos!

Relying heavily on the public to help promote Australia through social networking sites, the campaign will kick off on April 15th with a competition calling Australians to upload photos to a new website and complete the line: “There’s nothing like…”

Tourism Australia

From the Tourism Australia website....

Following last week's announcement of Tourism Australia's new campaign There's nothing like Australia there have been over 15,000 unique visits to the competition site www.nothinglikeaustralia.com. To date there have been more than 275 news articles on the new campaign including broadcast, print and online media. This includes coverage in the major cities as well as regional centres including major tourism regions.

Next week kicks off our advertising promotion of the competition with teaser advertisements starting from 12 April on Channel 9. Activity includes television commercials with Channel 9 celebrities telling their own 'there's nothing like...' stories, and weather sponsorships across Nine's capital city and regional affiliate stations. Promotions with News Limited online and print will start on 18 April, backed up by ninemsn and radio promotions across the Macquarie Network's 62 stations around the country.

Interesting concept and I will be watching this campaign role out with enthusiasm.So do the Australian public know whats best to sell Australia..lets wait and see!