There’s nothin g l i k e A u s t r a l i a .

Campaign Brochure
 A cam p a i g n b u i lt t o la s t
T
ourism Australia’s new campaign lets Approximately 8 in 10 Australians said they know what makes their country unlike

Australians invite the world to share their

any other, and 8 in 10 also said they think that every Australian, in some way, can
help promote tourism.

favourite Australian place or experience.

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

After all, who knows Australia better than Australians themselves? The campaign
has been developed to involve Australians because they are the experts on what
makes Australia unlike anywhere else. It also harnesses the power of word-of-mouth
endorsement.
The idea at the core of the campaign was backed up by research conducted by
Tourism Australia which showed that Australians are eager to get involved in
promoting their country.
The campaign is a first. It combines Tourism Australia’s 40 years of experience in
knowing what international tourists want, the Australian people’s knowledge of
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 can
continue for years to come through different mediums, audiences and activities.
It offers much more than just a television commercial – it offers an opportunity to
build a multi-faceted campaign to engage consumers in new and different ways.

Kangaroo Island, SA
 Bay of F
ires, TAS

ndays, QLD
nd, Whitsu
Lizard Isla

Mt Borradaile, NT

w e c a n s h o w th e w o r ld w h y
Together,
there ’s n o t h in g li k e A u s t ra li a .

B ased on the core truth that people travel to

experience difference, the campaign’s advertising
executions are based on three things:
Tourism Australia listened to the Australian public:
• Research showed that 8 in 10 Australians wanted to promote their country as a travel
destination, and 8 in 10 also believed they knew what was unique and special about
Australia.

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.
• 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 reef, the outback, having fun with friends, our cool cities and
our laid-back lifestyle.

Tourism Australia worked with the creative experts at DDB to build a campaign that
reflected the views of 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 of fun, the landscape, the icons, the natural
beauty, the blend of modern cities and ancient culture.
Tourism Australia listened to the tourism trade:
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 of all it needed to carry an idea that
could live for a long time and become stronger over time.
The campaign line is simple yet personal. It conveys a big, powerful idea that speaks
to the uniqueness of our landscape, people and experiences. It can be adapted to suit
different markets, segments and media.

• The industry was consulted more widely on this campaign than ever before to find There really is nothing like Australia and there are thousands of reasons why this
out from the people who sell Australian holidays internationally, what grabs the is true. So the tagline means this campaign is completely inclusive and has great
consumers’ attention and is most effective in reminding them why they should choose potential to last for a long time.
Australia for their next holiday.

• In response: the industry said show the icons, show the animals, make it fun and
friendly. Keep it simple and make sure the ad materials can be used by partners like
airlines, wholesalers and travel agents to sell actual deals.
 Life of a campaign
There’s nothing like Australia is built to last. Tourism Australia is designing it so that the core message can continue for years to
come. The key elements of the campaign include online, print and video and will be rolled out in phases.

Invite
There’s n
• The first phase of the campaign invited Australians to share their personal stories othing li
Cradle M ke being
rd at
f backya ountain
when it h
of where they live and holiday in Australia to show the world why they should visit.
li ke a game o t ra li a ’s been sno
wing, the as
nothing Aus
n one of erance, clouds lift n the
There’s at e s o to this sc
ith m - Esp
cricket w utiful beaches ene.
• Australians were asked to upload photos of their favourite place or experience in Entered b
y Cha rles Cow
Australia to the campaign website www.nothinglikeaustralia.com and to come up mo s t b e a
Au s t ra lia. ell of NSW
Western ki of WA
with 25 words or less why they believed There’s nothing like Australia. a r y G o lebiows
by Zach
Entered
• Over 28 days Aussies uploaded nearly 30,000 amazing photos and inspiring
personal stories as an invitation to the world, exceeding all expectations and
making it one of Australia’s most successful consumer-generated promotions ever.
y
g like a countr
There’s noth
ing like sittin There’s nothin st ra lia n
ea t Au
beach in Arn g on a drive in the gr
hem Land w oo, Vic.
a sunset en atching Outback, Whr D
joying the vi trick McGinley of
QL
Entered by ew. Entered by Pa
Andrew Tuck
of SA

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 new
campaign. The map will be housed on the www.australia.com site and at
www.nothinglikeaustralia.com and is searchable by experience type, location
and 1,000 keywords.

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

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

Engage Ther e’s noth ing like

following a local guide
.

There’s nothing like

sailing through a pos
tcard.

• Tourism Australia will offer its most comprehensive cooperative partnership

program ever.

• Industry will have free use of the campaign logo and tagline, ‘There’s nothing
Insert

like Australia’. The logo, digital banners, screensavers, postcards, and a range of partner logo

other elements, including advertisement templates and artwork for posters,

tour shells and itineraries, along with guidelines on how to use these materials
are 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 Australian
holidays can use the campaign tagline and imagery.

• The campaign will be rolled out into the global marketplace. Each market will
have its own specific partnership opportunities for industry to get on board
using relevant experiences and images that best suit their target audiences.
There’s nothin g l i k e A u s t r a l i a .
 ay, NSW
Watsons B

Canberra, ACT

, WA
Coral Coast

Remarkable Rocks, SA

Com e o n , g e t i n v o l v e d

‘T
here’s nothing like Australia’ has been designed
for the tourism industry and our focus has
Make sure you visit www.tourism.australia.com for further information and to
download the tools and the partnership manual, which shows how you can
best use the campaign.

So come on, get involved. Together we can show the world why there’s nothing like

been on creating materials which you can adapt to Australia!

support your own business objectives.

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

‘There’s nothing like Australia’ has been built to last. It’s a campaign for the next
decade, 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 of free and cooperative
opportunities for you to use the new campaign.

Starting with the launch of the campaign, we have ten free and exciting ways that
you can get involved and more opportunities will follow as the campaign evolves.
Some of the tools detailed on the following pages can be customised with your own Andrew McEvoy Nick Baker
messaging, offers or news. Managing Director Executive General Manager Marketing
Together we can show the world why there’s nothing like Australia.
1) Campaign logo/ 6) Artwork for posters,
tagline flyers and tour shells
There’s nothing like following a local guide. There’s nothing like sailing through a postcard.

The campaign logo and tagline are If you would like to print and produce
available to download and feature collateral to customise with your
on marketing materials such as own news and offers, a selection of
brochures and newsletters. artwork is available. Insert
partner logo

2) Ad Template 7) Screensaver
There is a selection of print ad
An interactive screensaver has been
templates available to download Insert image

Australian created for your use.

and customise with your offers. holiday
packages. t. Partner

These templates are free to use and

Insert image
t. Partner conten
Partner conten
t. Partner conten
content. Partne
r content. Partne
r content. Partne
r content.
Australian
holiday
t.
t. Partner conten
Partner conten

available in PDF format (other formats $ XXX

$ XXX modation
4 Nights Accom mpor am
packages.
Partner content. Partner content.
Partner content. Partner
content. Partner content. Partner

are available on request). Full Day Tour Daectur magnim

in eaquistempor
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great deals.
or phone 1800
123 456 for more Full Day Tour 4 Nights Accommodation

There will also be a wide range Visit partnername

Insert
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of cooperative ad templates in partner logo voluptatur.

Visit partnername or phone 1800

123 456 for more great deals.

different sizes and different brand

Insert
partner logo

executions which will require financial

contributions from partners and
Tourism Australia.

3) Digital Postcards 8) Digital Wallpaper

The content on the back of the There are 12 digital wallpapers to
postcard can be customised with choose from depending on your
your message, logo and/or offers preference.
and you can send the postcard out
electronically to your email contacts.

4) Content Widget 9) Stills and 10) Moving

This free interactive digital tool sits on Footage
your website and contains footage
from the new campaign. It also Tourism Australia’s online image gallery
contains inspirational content on contains iconic still and moving images to
Australia, along with appealing help promote Australia. Our photographs and
images and amazing footage that footage collections depict the Australian
can be tailored to suit your market people, environment and our lifestyle across
or product offering. The tool can be a range of experiences. Images are free as
customised with your company’s long as they are used to promote tourism
offers, logo and a direct link to your to Australia. Production costs for footage
booking site. This tool will be apply. To access the gallery you must be
available from 9 June from registered, please go to
www.tourism.australia.com. www.images.australia.com.

5) Newsletter template Partnership manuals

In addition to the opportunities listed, partnership manuals for each region,
A newsletter template has been
outlining cooperative activity, such as print, digital and free tools will be made
created for your use to send to clients
available to coincide with the launch of the campaign in each international
or other stakeholders. The template
market. The domestic prospectus is available now. Launch dates for other regions
leverages the campaign look-and-feel
are currently planned as follows:
and can be customised and populated
using your own content.
June: UK (initial launch then Oct)
Aug: NZ, SE Asia and Gulf, Greater China
Sep: Japan, France, Germany, Netherlands, USA/Canada
Oct: UK, Korea

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

Contact Us
For more information on the campaign and to find 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 Murray

Business Development Manager - Business Development Manager -
NT, ACT, QLD, NSW (Excluding Sydney Attractions) SA, TAS,VIC, WA, Sydney Attractions
Trade Marketing – Industry Development Trade Marketing – Industry Development
Email: jbooth@tourism.australia.com Email: pmurray@tourism.australia.com
Phone: 02 9361 1717 Phone: 02 9361 1325

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