Tourism Australia has launched its latest campaign in a bid to lure more international visitors to Australia.
A new advert, the latest instalment in Tourism Australia’s global There’s Nothing like Australia campaign, was officially unveiled on the eve of Australia Day eve (January 25).
It features a voiceover by Australian actor and new Tourism Australia global ambassador Chris Hemsworth, who said “I have always been so proud to be Australian and it’s a pretty special feeling knowing that I will have a role in promoting my country to the world and encouraging more people to come down under and experience our amazing beaches and landscapes for themselves.”
Tourism Australia Managing Director, John O’Sullivan said that Chris Hemsworth’s voiceover for the new broadcast ad would provide an authentic and influential voice to help tell the country’s story and demonstrate to the world that Australia is ‘a place you feel’. For the first time, Australia’s amazing aquatic and coastal experiences will take centre stage.
“Already70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets,” said O’ Sullivan.
The newly filmed campaign features over a dozen distinct experiences representing every Australian state and territory. These include: cycling around Lake Burley Griffin; a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; sailing through the sparkling blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.
Tourism Australia Chief Marketing Officer, Lisa Ronson, said the campaign would be brought to life using ground-breaking virtual reality (VR) technology and compelling user generated content (UCG) on a size and scale never before seen in destination marketing.
“This campaign has been designed to be incredibly immersive and capture what it feels like to be in Australia and to experience for yourself being on, in or near the water. By using VR and 360 technology we hope to inspire prospective travellers considering Australia for their next holiday and get them to take that crucial next step towards making a booking.”
Tourism Australia will spend A$40 million over the next six months rolling out the new campaign – starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including here in the UK, as well as China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and will even attempt to persuade sporting rivals New Zealand to visit.
That would be a cycling holiday with a difference. (OK, Tourism Australia, I used a lot of your press release: do I qualify if you’re inviting cycling writers over on free visits!)