'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. Designed to be long-lasting and flexible, the campaign evolves to stay relevant for target consumers in a highly competitive and fast-changing global tourism environment.
In response to the growing demand globally for food and wine as part of the travel experience, in 2014-15 the campaign put the spotlight on Australia’s finest array of produce served in the most stunning locations in the world. Since ‘Restaurant Australia’ launched in May 2014 with a ‘rally cry’ to the Australian tourism industry, Tourism Australia has been showcasing the breadth and depth of Australia’s culinary experiences to international markets.
In 2015-16 the campaign will continue to focus on Australia's strengths in food and wine as well as place a renewed focus on our world class aquatic and coastal experiences – both major decision making factors in Australia's key international tourism markets. In addition, Tourism Australia will roll out initiatives to promote Indigenous tourism and high-impact events.
Two out of three international visitors enjoy our aquatic or coastal environments in some way – from scuba diving to simply going to the beach. However, while we’re known for world-class natural beauty there is still an opportunity to promote the breadth, depth and quality of our natural offering. From early 2016, Tourism Australia’s ‘There’s nothing like Australia’ campaign will focus on Australia’s aquatic and coastal offering with multi-platform marketing activity to roll out across all our key international markets. Find out more about Tourism Australia’s aquatic and coastal strategy
The launch of 'Restaurant Australia' has been well received by consumers and campaign partners and, given the wealth of campaign and content support materials now available, Tourism Australia will continue to build on Australia’s food and wine credentials. In-market campaign activity will use successful promotional concepts such as pop-up restaurants, food trucks as well as media and consumer events. Tourism Australia is also working on a TV show with leading chefs as well as a range of other opportunities including the enhancement of australia.com, australia.cn and social content. Find out more about ‘Restaurant Australia’
To increase awareness and participation in Indigenous tourism experiences Tourism Australia in partnership with Austrade created an inspirational three-minute film to show a contemporary, welcoming and inclusive view of Indigenous touring and the stories that lie within. A strength of the film is its integration of food and wine, beaches, coastal and aquatic nature messaging. The film has been directed by two of Australia’s leading film makers – Brendan Fletcher and Warwick Thornton – in four states and territories (NSW, NT, QLD and WA). Find out more about and view the Aboriginal Australia film
Promote our high-impact events
Tourism Australia undertook a review in 2014 which indicated the country’s portfolio of events, major events and festivals have significant potential to drive future visitation and increase spend. To take advantage of this opportunity Tourism Australia will increasingly work in partnership with the events sector, government, travel distribution and affinity partners to grow Australia’s reputation as an attractive destination for events. Increased marketing support will be provided to high-impact events that generate significant immediate and long-term yield benefits.
Industry can submit their best video, film, stills and social content that supports the ‘There’s nothing like Australia’ campaign via existing Tourism Australia channels, including Facebook, twitter and Instagram. The best user-generated content will be curated and featured across Tourism Australia’s platforms and in content initiatives.
Top tips: Tourism Australia’s social media and content team publish a blog with regularly updated top tips and tricks for Australia tourism business when using social media.