TNL_Campaign_Brochure

8/7/2019 TNL_Campaign_Brochure

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T her e’s not hing l ik e Aust r al ia.

Campaign Brochure



ourism Australi a’s new campaign lets

Australians invite the wor ld to sha re their favourite Austra lian pla ce or experience.Ater all, who knows Australia better than Australians themselves? The campaignhas been developed to involve Australians because they are the experts on whatmakes Australia unlike anywhere else. It also harnesses the power o word-o-mouthendorsement.

The idea at the core o the campaign was backed up by research conducted byTourism Australia which showed that Australians are eager to get involved inpromoting their country.

Approximately 8 in 10 Australians said they know what makes their country unlikeany other, and 8 in 10 also said they think that every Australian, in some way, canhelp promote tourism.

Furthermore nearly 9 in 10 already recommend their avourite holiday places inAustralia to other Australians and people overseas.

The campaign is a rst. It combines Tourism Australia’s 40 years o experience inknowing what international tourists want, the Australian people’s knowledge o what makes Australia special, and the travel trade’s insight into what sells best.

This campaign is built to last. It has been designed so that the core message cancontinue or years to come through dierent mediums, audiences and activities.It oers much more than just a television commercial – it oers an opportunity tobuild a multi-aceted campaign to engage consumers in new and dierent ways.

T

A campaign buil t t o l ast

Kangaroo Island, SA



ased on the core truth that people travel to

experience difference, the campaign’s advertisingexecutions are based on three things:1. What the international tourist thinks is unique and special about Australia.

2. What the tourism trade knows works best in advertising Australia overseas.

3. What the Australian public knows is unique and special about Australia.

Tourism Australia worked with the creative experts at DDB to build a campaign thatrefected the views o the consumer, the trade and the Australian people.

Tourism Australia listened to the international consumer:

• More than a decade’s research was reviewed into what international travellers believe

makes Australia special and the most compelling things about an Australian holiday.

• The review also showed that international travellers believe that what makes

Australia unique is: the people, the sense o un, the landscape, the icons, the naturalbeauty, the blend o modern cities and ancient culture.

Tourism Australia listened to the tourism trade:

• The industry was consulted more widely on this campaign than ever before to nd

out rom the people who sell Australian holidays internationally, what grabs the

consumers’ attention and is most eective in reminding them why they should choose

Australia or their next holi day.

• In response: the industry said show the i cons, show the animals, make it fun and

riendly. Keep it simple and make sure the ad materials can be used by par tners like

airlines, wholesalers and travel agents to sell actual deals.

Tourism Australia listened to the Australian public:

• Research showed that 8 in 10 Australians wanted to promote their country as a traveldestination, and 8 in 10 also believed they knew what was unique and special about

Australia.

• In response people uploaded nearly 30,000 of their own ‘There’s nothing like Australia’

entries showing they believed that what is unique and special about Australia is: our

animals, our beaches, the ree, the outback, having un with riends, our cool cities and

our laid-back liestyle.

What’s in a name? In developing a campaign line, Tourism Australia had plenty to consider.

A tagline needs to be more than just catchy and memorable. In promoting Australia,

the new campaign line needed to be universally understood, simple and translatable

across markets and segments. It also needed to be authentic and true. It needed to

engender pride amongst Australians, but most o all it needed to carry an idea that

could live or a long time and become stronger over time.

The campaign line is simple yet personal. It conveys a big, powerul idea that speaks

to the uniqueness o our landscape, people and experiences. It can be adapted to suit

dierent markets, segments and media.

There really is nothing like Australia and there are thousands o reasons why this

is true. So the tagline means this campaign is completely inclusive and has great

potential to last or a long time.

B

Mt B or r ad ai l e,NT

Lizard Island, Whitsundays

, Q LD

T oget her , w e can show t he w or l d w hy

t her e’s not hing l ik e Aust r al ia.

B a y o f F i r e s , T AS



L if e of a campaign

Invite

• The rst phase of the campaign invited Australians to share their personal storiesof where they live and holiday in Australia to show the world why they should visit.

• Australians were asked to upload photos of their favourite place or experience inAustralia to the campaign website www.nothinglikeaustralia.com and to come upwith 25 words or less why they believed There’s nothing like Australia.

• Over 28 days Aussies uploaded nearly 30,000 amazing photos and inspiringpersonal stories as an invitation to the world, exceeding all expectations andmaking it one of Australia’s most successful consumer-generated promotions ever.

Engage• Tourism Australia will offer its most comprehensive cooperative partnershipprogram ever.

• Industry will have free use of the campaign logo and tagline, ‘There’s nothinglike Australia’. The logo, digital banners, screensavers, postcards, and a range of other elements, including advertisement templates and artwork for posters,tour shells and itineraries, along with guidelines on how to use these materialsare available at www.tourism.australia.com.

• Partnership manuals are available that outline the huge number of different

ways partners can get involved and ensures that everyone who sells Australianholidays can use the campaign tagline and imagery.

• The campaign will be rolled out into the global marketplace. Each market willhave its own specic partnership opportunities for industry to get on boardusing relevant experiences and images that best suit their target audiences.

Inspire

• Using all the entries Tourism Australia has built a searchable digital map

of Aussies’ favourite holiday experiences, which will be the heart of the newcampaign. The map will be housed on the www.australia.com site and atwww.nothinglikeaustralia.com and is searchable by experience type, locationand 1,000 keywords.

• Tourism Australia has also chosen some of the best entries from Australiansto be used in and also to guide the development of print and onlineadvertising globally as well as a new ‘There’s nothing like Australia’ campaignvideo.

• The video will be able to be broadcast on TV, in cinemas and online and wasdirected by renowned Australian commercial director Michael Gracey, well-known as the director behind YouTube’s most watched advertising campaign,the Evian Roller Babies.

There’s nothing like a countr

y

drive in the great Australian

Outback, Whroo, Vic.

Entered by Patrick McGinley of Q LD

T her e’ s not hing lik e sit t ing on a b eac h in Ar nhem Land w at c hing a sunset enjoy ing t he v iew .Ent er ed b y Andr ew T uc k of SA

There’s nothing like a game of backyard

cricket with mates on one of Australia’s

most beautiful beaches - Esperance,

Western Australia.

Entered by Zachary Golebiowski of WA

T he r e ’ s no t hi ng l i k e b e i ng at C r ad l e Mo unt ai n w he n i t has b e e n sno w i ng , t he n t he c l o ud s l i f t t o t hi s sc e ne .E nt e r e d b y C har l e s C o w e l l o f N SW

T h er e’s n ot h i n g li k e s a il in g t h r ou g h a pos t c a r d .

Insert p ar t ner lo go

T here’s not hing l ik e f ol low ing a l ocal guid e.

There’s nothing like Austra lia is built to last. Tourism Austra lia is designing it so that the core message can continue for years to

come. The key elements of the campaign include on line, print and video and will be rolled out in phases.



T her e’s not hing l ik e Aust r al ia.



here’s nothing like Australia’ has been designed

for the tourism industry and our focus has

been on creating materials which you can adapt to

support your own business objectives.

Tourism Australia has issued the rallying cry, but it’s now up to you as the industry towork with us to bring this campaign to lie.

‘There’s nothing like Australia’ has been built to l ast. It’s a campaign for the nextdecade, not just the next year, but this will only work with your support and

enthusiasm.

To help you, we have developed the largest ever range o ree and cooperativeopportunities or you to use the new campaign.

Starting with the launch o the campaign, we have ten ree and exciting ways thatyou can get involved and more opportunities will ollow as the campaign evolves.Some o the tools detailed on the ollowing pages can be customised with your ownmessaging, oers or news.

Make sure you visit www.tourism.australia.com for further information and todownload the tools and the partnership manual, which shows how you canbest use the campaign.

So come on, get i nvolved. Together we can show the world why there’s nothing likeAustralia!

T‘

Andrew McEvoy

Managing Director

Nick Baker

Executive General Manager Marketing

C ome on, get inv ol v ed

Watsons Bay, NSW

Remar kable Rocks, SA

C anberr a, ACT

Coral Coast, WA



1) Campaign logo/tagline

The campaign logo and tagline areavailable to download and featureon marketing materials such asbrochures and newsletters.

2) Ad TemplateThere is a selection of print adtemplates available to downloadand customise with your offers.These templates are free to use andavailable in PDF format (other formatsare available on request).

There will also be a wide rangeof cooperative ad templates indifferent sizes and different brandexecutions which will require nancialcontributions from partners andTourism Australia.

3) Digital Postcards

The content on the back of thepostcard can be customised withyour message, logo and/or offersand you can send the postcard outelectronically to your email contacts.

4) Content WidgetThis free interactive digital tool sits onyour website and contains footagefrom the new campaign. It alsocontains inspirational content onAustralia, along with appealingimages and amazing footage thatcan be tailored to suit your market

or product offering. The tool can becustomised with your company’soffers, logo and a direct link to yourbooking site. This tool will beavailable from 9 June fromwww.tourism.australia.com.

5) Newsletter template

A newsletter template has beencreated for your use to send to clientsor other stakeholders. The templateleverages the campaign look-and-feeland can be customised and populatedusing your own content.

6) Artwork or posters,fyers and tour shells

If you would like to print and producecollateral to customise with yourown news and offers, a selection of artwork is available.

7) Screensaver

An interactive screensaver has beencreated for your use.

8) Digital Wallpaper

There are 12 digital wallpapers tochoose from depending on yourpreference.

9) Stills and 10) MovingFootage Tourism Australia’s online image gallerycontains iconic still and moving images tohelp promote Australia. Our photographs andfootage collections depict the Australianpeople, environment and our lifestyle across

a range of experiences. Images are free aslong as they are used to promote tourismto Australia. Production costs for footageapply. To access the gallery you must beregistered, please go towww.images.australia.com.

Partnership manualsIn addition to the opportunities listed, partnership manuals for each region,outlining cooperative activity, such as print, digital and free tools will be madeavailable to coincide with the launch of the campaign in each internationalmarket. The domestic prospectus is available now. Launch dates for other regionsare currently planned as follows:

June: UK (initial launch then Oct)

Aug: NZ, SE Asia and Gulf, Greater ChinaSep: Japan, France, Germany, Netherlands, USA/CanadaOct: UK, Korea

Together we can show the world why there’s nothing like Australia.

To download these resources visit www.tourism.australia.com

Australian

holiday

packages.

Partner content.Partner content.Partner content. Partner

content. Partner content. Partner content. Partner content.

Partner content. Partner content.

$XXXFull Day Tour

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Visitpartnername or phone1800 123 456or moregreat deals.

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partner logo

Australian holiday packages.Partner content.Partner content. Partner content. Partnercontent. Partner content. Partner content. Partner content.Partner content.Partner content.

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Visit par tner name or phone 1800123456or more great deals.

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Ther e’s nothing l ike f oll ow ing a local guide. T her e’s not hing like sailing thr ough a postcard .

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partner logo



Contact UsFor more inormation on the campaign and to nd out how you can get involved visit www.tourism.australia.com.

For enquiries within Australia please contact Tourism Australia’s Business Development Managers:

Joleen Booth Paul MurrayBusiness Development Manager - Business Development Manager -NT, ACT, QLD, NSW (Excluding Sydney Attractions) SA, TAS,VIC, WA, Sydney AttractionsTrade Marketing – Industry Development Trade Marketing – Industry Development Email: [email protected] Email: [email protected] Phone: 02 9361 1717 Phone: 02 9361 1325

For international enquiries contact details or Tourism Australia’s regional oces are available on www.tourism.australia.com.

TNL_Campaign_Brochure

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