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Tourism Australia hopes to woo Brits with ad campaign

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By The Drum Team, Editorial

September 13, 2012 | 2 min read

Tourism Australia is hoping to tempt Brits down under with its latest ad campaign.

'There's nothing like Australia' debuts on UK screens on Monday 17 September and will be supported by online, mobile and print advertising.

The campaign, which carries a spent of over £1m, has been produced by DDB and features notable Australian attractions such as the Bungle Bungles in The Kimberley, Sydney Harbour and the Great Barrier Reef's Lizard and Hayman Islands.

The new ads, which also promote a partnership with the Qantas airline, are the latest phase of a global campaign that has been running for the last two years.

Rodney Harrex, regional general manager at Tourism Australia, said: "When we first launched There's nothing like Australia in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences.

"We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50-69 – to make this the year they travel to Australia."

The campaign will run until 28 October and will be followed by Tourism Australia partnerships with other airlines that fly between the UK and Australia. Tourism Australia will also extend the campaign in the UK through strategic partnerships with tour operators.

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