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China premiere for tourism Australia's latest global campaign



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Minister for Resources and Energy, Minister for Tourism

China Premiere for Tourism Australia's Latest Global Campaign 04 June 2012

International visitors are being enticed to visit Australia with a new marketing campaign being launched today in China featuring some of Australia's iconic places including the Bungle Bungles in the Kimberley, Sydney's harbour, Uluru, the Great Barrier Reef's Lizard and Hayman Islands, Freycinet in Tasmania and South Australia's Kangaroo Island.

Minister for Tourism, Martin Ferguson AM MP will launch the next phase of the There's Nothing Like Australia campaign in Shanghai today stating that the new television commercial, online and print campaign is designed for Australia's tourism industry to speak with one voice.

"Using fresh imagery of some of Australia's most appealing attractions is an integral part of a long term strategy to grow our $73.3 billion tourism industry," Minister Ferguson said.

"Tourism is a globally competitive industry. Attracting visitors to Australia, not just for a holiday but for work and to visit their friends and family means we have to constantly remind international visitors that Australia possesses tourism attractions, products and experiences that are amongst the best in the world.

"All States and Territories can complement their marketing activity by backing this campaign, which has so far launched in 25 countries in 17 languages and has the support of more than 180 partners including 14 airlines, Australian industry and international distribution companies."

There's nothing like Australia includes a $5 million domestic marketing campaign including television advertising, digital and social media, print and cinema advertising.

The new campaign will be first shown in China - Australia's fastest growing and highest value visitor market. It will also be rolled out to the UK and US this week, before being extending to other international markets over the coming months.

Tourism Australia is investing A$180 million over the next three years rolling out the campaign domestically and internationally and it expects to secure up to A$70 million in additional funding from industry partners to support joint marketing activities.

Tourism Australia's international marketing activity received a strong boost in the 2012/13 Budget with an additional $61 million over four years for marketing in Asia.

More information on Tourism Australia's new campaign can be found at Australia.com

Media Contact:

Elyse Gatt - 0407 198 136

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