Australia Launches New International Tourism Campaign

26/01/2016 05:03

NEW YORK, Jan. 26, 2016 /PRNewswire/ -- Tourism Australia has launched its latest campaign, which is focused on highlighting the country's world-class aquatic and coastal experiences, in a bid to lure more international visitors to Australia.

The new creative, the latest installment in Tourism Australia's global There's Nothing like Australia campaign, was officially unveiled at an event in New York on Australia Day eve (January 25) attended by Australia's Minister for Foreign Affairs the Hon. Julie Bishop.

Guests at the event were treated to immersive 'virtual reality' displays and aquatic-themed images being projected onto the ice rink at the iconic Bank of America Winter Village at Bryant Park alongside the reveal of a new broadcast ad, featuring a voiceover by Australian actor and new Tourism Australia global ambassador Chris Hemsworth. The event was hosted by Australian chef Curtis Stone and guests enjoyed a specially designed Australian menu by Luke Mangan.

"I have always been so proud to be Australian and it's a pretty special feeling knowing that I will have a role in promoting my country to the world and encouraging more people to come down under and experience our amazing beaches and landscapes for themselves," said Chris Hemsworth.

Iconic Aquatic, Beach and Coastal Destinations

Tourism Australia Managing Director, John O'Sullivan said that Chris Hemsworth's voiceover for the new broadcast ad would provide an authentic and influential voice to help tell the country's story and demonstrate to the world that Australia is 'a place you feel'. For the first time, Australia's amazing aquatic and coastal experiences will take centre stage.

"Already 70 per cent of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets," said O' Sullivan.

The campaign will sit alongside and complement existing Tourism Australia marketing activities, including its current promotion of food and wine and Indigenous experiences, providing an additional proof point to demonstrate why There's Nothing like Australia.

The newly filmed campaign features over a dozen distinct experiences representing every Australian state and territory. These include: a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling on the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the sparkling blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.

Coastal Journeys Using Technology

Tourism Australia Chief Marketing Officer, Lisa Ronson, said the campaign would be brought to life using ground-breaking virtual reality (VR) technology and compelling user generated content (UCG) on a size and scale never before seen in destination marketing.

"This campaign has been designed to be incredibly immersive and capture what it feels like to be in Australia and to experience for yourself being on, in or near the water.

"By using VR and 360 technology we hope to inspire prospective travellers considering Australia for their next holiday and get them to take that crucial next step towards making a booking," Ms Ronson said.

Tourism Australia will spend A$40 million over the next six months rolling out the new campaign - starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.

More details of the campaign are available at http://www.australia.com/en-us/things-to-do/aquatic.html

For media materials, including broadcast quality footage of the new broadcast ad, interviews, images and factsheets please visit http://www.multivu.com/players/English/7742051-tourism-australia/

Download Videos:

Three minute aquatic and coastal film

Footage of the global premiere of Tourism Australia's "There's Nothing Like Australia" Coastal and Aquatic campaign

Video - http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/325895-Tourism-Australia-aquatic-and-coastal-film.mp4
Photo - http://photos.prnewswire.com/prnh/20160126/325890
Photo - http://photos.prnewswire.com/prnh/20160126/325891
Photo - http://photos.prnewswire.com/prnh/20160126/325892
Photo - http://photos.prnewswire.com/prnh/20160126/325893