Tourism Australia is launching “There’s Nothing Like Australia”, a new advertising campaign which involves Australians and their favourite Australian holiday stories. The new campaign, developed by DDB Sydney, 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. 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 nothinglikeaustralia.com, a website created by Tourism Australia for the new promotion. Tourism Australia is resourcing visitor centres, local councils, tourism operators and regional tourism organisations to spread the word.
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 www.australia.com, which attracts more than a million unique visitors each month, and also at www.nothinglikeaustralia.com. 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.
The second phase of the campaign, which will be announced in May 2010, will include a video piece suitable for broadcast in cinemas, television an online.