Australia launches new Tourism Campaign

Australians are being invited to be part of Australia’s next international tourism campaign and share their favourite Australian holiday stories with the world, Tourism Australia’s Managing Director Andrew McEvoy announced today.

The new campaign, with the tagline There’s nothing like Australia, is being developed in two phases. The first phase invites Australians to share their personal stories of where they live and holiday in Australia to show the world why they should visit.

Andrew McEvoy said the campaign has been developed to help create powerful word-of-mouth discussion about Australia to encourage others to travel to and through Australia.

“For years Australians have seen and heard about Australia’s tourism marketing and have been very passionate about how our country is promoted overseas,” Mr McEvoy said.

“In fact our research shows more than 80 per cent of Australians agree that every Australian can help promote our tourism industry. Now is their chance to get involved.

“Australians are the experts on what is unique and special about their country and we want to share this with potential travellers in a way that will make them want to come and visit our country,” Mr McEvoy said.

From 15 April to 12 May 2010 Australians will have the chance to upload why they think There’s nothing like Australia with a photo onto, a website created by Tourism Australia for the new promotion.

Tourism Australia will use all those entries to create a new interactive map of Australia, made up of all the things Australians think are special about their country. It will be searchable by experience type, location, and by 1,000 keywords. That map will be housed on , which attracts more than a million unique visitors each month.

Tourism Australia will then choose a number of the best entries from Australians to be used in online and print advertising globally.

Entrants will also be eligible to win prizes. Following the close of the promotion on 12 May, a winner will be chosen from each state and territory to win an Australian holiday valued at $5,000. An overall winner will then be selected to win the ultimate Australian holiday valued at $25,000.

Mr McEvoy said that online and social media was becoming an increasingly important for promoting Australia internationally as a tourist destination.

“We have had a lot of success on our Facebook page, with 370,000 fans, making it the most successful destination site in the world,” Mr McEvoy said.

“This kind of success proves that the digital space is where we can really make our mark and that marketing Australia is no longer about the traditional 30 second television commercial.”

The second phase of the campaign, which will be announced in May 2010, will include a video piece suitable for broadcast in cinemas, television and online.

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