Tourism Australia has stressed no change in strategic direction is on the cards as it revealed it will not renew its contract with DDB Sydney, the firm behind its There's Nothing Like Australia campaign.
The campaign will not change, managing director Andrew McEvoy confirmed as he announced the appointment of two agencies – Clemenger BBDO and STW-owned digital agency DT – to its global creative services account. The change will take effect on July 1.
"There's Nothing Like Australia is working extremely well for us, promoting the best of Australia in our key markets overseas and here in Australia," he said. "Whilst the creative will always evolve, this is a campaign that has been built to last."
He highlighted the technical skills, communication styles, creativity, networks and value of the two new firms which had qualified them as the "best creative partners" for the tourism body.
"The strapline, There’s Nothing Like Australia, is a strategy and a line that we should stick with and continue to evolve the creative," he said. "We will need to constantly update that creative that will remain relevant to the consumer.”
The campaign has been criticised by some for being "too high end", with AirAsia X chief executive Azran Osman-Rani saying it places Australia “beyond the reach” of prospective tourists and Travel Corporation chief executive Brett Tollman calling for more focus on the mid-market.