Tourism Australia targets “global experience seekers,” adults with an independent travel mindset, who want to explore and experience Australia's local culture. China is now Australia's fastest growing and most valuable overseas market and the current campaign, “There's nothing like Australia,” has been very successful in this market. In 2010, Tourism Australia launched a AUS$250 million dollar campaign, “There's nothing like Australia” (TNLA) which was created by DDB Sydney. According to Tourism Australia (2012), the ad has been viewed 175,000 times on YouTube, with a further 240,000 views from Tourism Australia's website, Australia.com. One of the most noteworthy features of the campaign was a consumer-generated communications strategy in which Australians uploaded thousands of stories and photos to the website. This enabled international visitors to hear from the experts, Australians themselves, about the best places to visit. This tactic helped develop the personality of the brand, making sure it was authentic, down-to-earth, sincere and honest. Furthermore, it helped stimulate interactive, two-way dialogue between the general public and Tourism Australia.
Please critique the current campaign “There's Nothing Like Australia.”
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