Tourism Australia has launched a campaign focused on highlighting the country’s unique aquatic and coastal experiences, in a bid to lure a fresh crowd of international visitors. Australia’s global There’s Nothing like Australia campaign was officially unveiled at an Australia Day eve event in New York hosted by chef, Curtis Stone.
Event guests were treated to ‘virtual reality’ displays and aquatic-themed images projected onto the ice rink at the iconic Bank of America Winter Village at Bryant Park, as well as the reveal of a new advertisement featuring a voiceover by Australian actor and new Tourism Australia global ambassador, Chris Hemsworth. Guests also enjoyed a specially designed Australian menu by Luke Mangan.
Tourism Australia Managing Director, John O’Sullivan, explains the campaign: “Already 70 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. While Australia is known for its natural beauty, the world still doesn’t have a full appreciation of the breadth, depth and quality of our aquatic and coastal experiences…”
The campaign will feature over a dozen distinct experiences including 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; cycling around Lake Burley Griffin; sailing through the sparkling blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.
Tourism Australia will spend AU$40 million rolling out the campaign over the next six months, starting in the US then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
