Tourism Australia (TA) is using the nationwide market briefings to sell its latest campaign, ‘There’s nothing like Australia’. TA executive general manager marketing, Nick Baker, told industry that the new campaign is universally understood as it is “simple and translatable”.

He said the campaign would look to capitalise on research that showed 8 in 10 people would help promote Australia overseas.  “To overcome the barriers of time, distance, cost and urgency in all markets we’ll be developing new partnership materials so trade partners can extend the campaign to their customers,” Baker said.

The photo competition to engage Australians in the new campaign will launch tomorrow.  Baker said the campaign has the flexibility to work across different markets, segments and media, and its longevity will be a key factor as the line “gains strength” over time.

The campaign needs to include “access, distribution, infrastructure and promotion”. TA general manager of trade marketing, Matthew Cameron- Smith, said the tourism body would continue to explore opportunities with within its domestic ‘No Leave, No Life’ campaign, by extending co-operative partnerships for three to six months, and its free toolkits.

Similar platforms for ‘There’s nothing like Australia’ campaign will be created subject to approval. The market briefings will wrap up in this week in Hobart (yesterday), Perth (today) and Adelaide (Friday).

Editors comments: Obviously not worth coming up here to the far north then? Or does TA think Queensland is Brisbane and the Gold Coast like everybody else in the Tourism Industry and Qantas Office.  To be fair if Port Douglas was included in the campaign, they'd have to change the title to 'There's nothing like Port Douglas in Australia" now wouldn't they ?