Tourism Australia (TA) has announced that its new global tourism campaign – There’s nothing like Australia – will hit cinema screens in the UK from 18 June 2010.The 90 second broadcast creative is part of a suite of campaign assets designed to show what is unique and iconic about Australia, encouraging holidaymakers from around the world to visit.
The video advertising piece is directed by Michael Gracey, and features images and a song (written by Josh Abrahams).
As well as the cinema advertising, the launch activity in the UK will include an online campaign running from 16 – 30 June 2010. The combined spend on the campaign in the UK is in excess of £450,000.
Rodney Harrex, regional general manager UK/Europe Tourism Australia said: “Our new global campaign is based on the advocacy of the Australian people. It harnesses what the locals love most about their country and shares those secrets with the world. For many years, the uniquely Aussie invitation has been at the heart of our marketing campaigns and this new work continues to deliver that invitation. There has always been a strong affinity between Australia and the UK and we look forward to welcoming Brits that are inspired by this new campaign to take up our invitation to visit.”
Phase two of the campaign – There’s nothing like Australia – will include the UK launch of an interactive map at www.australia.com highlighting 3,500 images and stories submitted by the Australia people, to help Brits plan their Aussie holidays. This will launch in late September 2010.