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 will evolve to include new advertising creative. As with the campaign’s first phase, the creative will focus strongly on the digital, social media and advocacy channels that have become so central to holiday planning.

This new 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 new advertising work will show a more contemporary, sophisticated, energetic and inspiring Australia and will present a stronger image of the quality experiences available to consumers when they come to Australia for a holiday.