Tourism Australia Launches Campaign to Attract Travellers from China

Tourism Australia, an Australia-based government agency for promoting Australian tourism, is introducing its last leg of a worldwide marketing campaign, ‘There’s nothing like Australia’, in China.

The agency reports that China is a valuable overseas tourism market, and this part of the campaign will cost around AUD180 million, and will be completed within the next three years.

The campaign will be focusing on digital and social media, and the agency will also be offering a new interactive tablet app, along with a hub on www.australia.com, to make customers aware of the campaign.

Tourism Australia managing director, Andrew McEvoy, said, ‘When we first launched ‘There’s nothing like Australia’ in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and long lasting in a fast-changing global tourism environment.

This new campaign creative – particularly the locations and how they have been shot – clearly demonstrate Australia’s distinctive and high quality tourism products and experiences that are amongst the world’s finest.

Promoting your best attributes is a strong and proven marketing principle. By leading with Australia’s best the campaign will create a positive halo effect for Australian tourism more broadly, particularly through the digital elements which will allow us to go deeper and showcase a broader range of experiences to cater for all travellers and different budgets.’

The campaign will be highlighting special Australian attractions, including the Bungle Bungles in The Kimberley, Sydney’s harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania and Kangaroo Island in South Australia.