Tourism Australia launches global ad campaign
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Tourism Australia has launched a £2.5m global advertising campaign featuring ordinary Australians singing a jingle amid a backdrop of famous Australian landscapes.
The ad, created by DDB Australia, will be played on YouTube for the next three months before being rolled out in Britain in September as a TV and cinema campaign.
The new ad begins a three-year, £88m marketing campaign with the tagline: “There’s Nothing Like Australia.”
This will mark the third global tourism campaign in four years and Tourism Australia is hoping it will erase the lukewarm response to the previous ’Come Walkabout’ and ’So Where The Bloody Hell Are You?’ campaigns.
The TV ad is directed by ad man Michael Gracey, who made Evian Roller Babies, the most watched commercial on YouTube. It features Australians singing lines from the specially composed anthem ’There’s Nothing Like Australia’.
The ad, filmed over the past month at locations across the nation, has drawn inspiration from more than 30,000 entries to an online competition asking Australians to show off their own favourite parts of the country.
This story appeared first on Pitch.
Readers' comments (1)
Anonymous | Tue, 1 Jun 2010 11:49 am
Sigh. Another crap campaign from bloody Tourism Australia. They still think the world is so ignorant that people only know Crocodile Dundee, kangaroos, koalas and bbq prawns as symbols of Australia. It's an insult to my intelligence and that of every other human being on the planet (the ad director says it's "just not trying to be clever"). Haven't they learnt anything from the previous campaigns?? Just because the ad is put on YouTube doesn't mean it will have the potential for success. Come'on Tourism Australia, do the work you've been paid to do. There's nothing in the Tourism Australia campaign that's worth millions of dollars of Australian taxpayers' money. Someone should sponsor a Tourism Australia ad called There's Nothing like Tourism Australia.
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