Tourism Australia has come up with a new tagline and campaign - “There’s Nothing Like Australia” which aims to showcase all the things that make Australia unlike anywhere else.
And this time they made sure there would be no Lara Bingle raising bloody hell. Actually, in addition to staying away from controversy, the two-phase campaign has been smartly designed to capitalize on user generated content and social networking.
Starting today, Australians are being invited to start taking photos of their favourite place or experience in Australia and come up with a description in 20 words or less on what makes it uniquely Australian.
A sample for Queensland is shown in the picture to the left, with the suggestive tagline – “There’s Nothing Like… Queensland.”
Andrew McEvoy, Managing Director, Tourism Australia, explains that “Australians are the experts on what is unique and special about their country and we want to share this with potential travellers in a way that will make them want to come and visit our country.”
So for Phase I, Tourism Australia is spending $4 million to create an interactive map of Australia, made up of all the things Australians think are special about their country.
From 15 April to May 12, Australians will have the chance to upload their entries to the campaign website www.nothinglikeaustralia.com.
The data will then be used to create the interactive map, which will be searchable by experience type, location, and by 1,000 keywords. The map will be available on both australia.com and nothinglikeaustralia.com.
The Phase II global launch will be in May 2010, with the campaign website and map being made public, accompanied by a television commercial.
Some of the submitted entries will be used in print and online advertising globally. Tourism Australia will also create videos of suggested locations, to be used in ads on TV and in online video ads. They plan to spend $150 million on the campaign over the next three years.