There's Nothing Like Australia
There’s nothing like Australia' is Tourism Australia’s global consumer marketing campaign highlighting some of the very best attractions and experiences Australian tourism has to offer. After three successful years in market, Tourism Australia has evolved its global 'There’s nothing like Australia' consumer marketing campaign, with new advertising creative. This next phase of the campaign builds on an already successful and established platform and takes it a step further by specifically focusing on quality, highlighting examples of some of the very best attractions and experiences that Australian tourism has to offer.
About the Campaign
Together we can show the world why there's nothing like Australia
This long-term campaign launched in May 2010 by inviting Australians to share their favourite domestic holiday destinations with the world. In what became one of the country’s biggest consumer- generated promotions, Australians responded by uploading nearly 30,000 stories and photos to www.nothinglikeaustralia.com. These stories now sit within an interactive, digital map of Australia, giving travellers around the world ideas and inspiration for their Australian holiday. The map also sits on www.australia.com, which draws more than a million unique visitors each month.
Evolving the campaign
There’s nothing like Australia was designed to be long-lasting and flexible, something which could be updated as necessary to stay relevant in a highly competitive and fast-changing global tourism environment. It has so far been used by 180 Tourism Australia partners including airlines, State and Territory Tourism Organisations, travel distributors and the Australian industry.
In 2012 the campaign evolved to include new advertising creative. As with the campaign’s first phase, the creative focused strongly on the digital, social media and advocacy channels that have become so central to holiday planning.
This phase of the There's nothing like Australia campaign builds on an already successful and established platform and takes it a step further by focusing on quality, highlighting the very best products and experiences that Australian tourism has to offer. The advertising work shows a more contemporary, sophisticated, energetic and inspiring Australia and presents a stronger image of the quality experiences available to consumers when they come to Australia for a holiday.