Tourism Australia launches A$250M global campaign in China
Shanghai : The latest phase of Tourism Australia’s global marketing campaign, There’s nothing like Australia, has been launched in China – Australia’s fastest growing and most valuable overseas tourism market.
New broadcast, print and online advertising materials were unveiled in Shanghai by the Minister for Tourism, the Hon Martin Ferguson AM MP alongside Tourism Australia’s Chairman Geoff Dixon and Managing Director Andrew McEvoy.
Tourism Australia will spend approximately A$180 million over the next three years rolling out the evolving campaign in its key international markets and in Australia. It expects to achieve a total investment of A$250 million by securing up to A$70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.
In addition to a new broadcast ad and print executions the campaign boasts a strong digital and social media focus, and will leverage the advocacy of Tourism Australia’s three million Facebook fans. Other elements include a new, interactive tablet app and hub on www.australia.com, to take customers further into the stories played out in the ad and provide more information on the locations.
Tourism Australia Managing Director, Andrew McEvoy, said the latest iteration of the campaign builds on an already successful and established platform by highlighting some of Australia’s best tourism attractions, experiences and products that showcase why there is nothing quite like Australia.
The campaign will start in China, the UK and USA and also run in Australia, with A$5 million being spent on a domestic marketing push to encourage more Australians to holiday in their own ‘backyard’.
