Tourism Australia’s current marketing strapline should be used to promote and sell Australia around the world until at least 2033, its managing director has insisted.
Andrew McEvoy told Travel Today that There’s Nothing Like Australia has the longevity to form the backbone of its marketing for another two decades.
He highlighted this year’s 20th anniversary of Victoria’s You’ll Love Every Piece of Victoria campaign – which McEvoy was involved with back in 1993 – as an example of a crusade where a relevant message has stood the test of time.
Creative surrounding There’s Nothing Like Australia will alter but the wording and concept should remain, he said.
“There’s Nothing like Australia should be our line for the next 20 years. We should really stick with it,” McEvoy declared. “Creatively, You’ll Love Every Piece of Victoria has evolved and changed enormously but as a notion…it has been consistent for 20 years.
“So the strapline, There’s Nothing Like Australia, is a strategy and a line that we should stick with and continue to evolve the creative. We will need to constantly update that creative that will remain relevant to the consumer.”
McEvoy explained that the concept is about providing and demonstrating difference which is demanded by today’s global travellers.
“The whole industry is trying to lift its yield and we are a higher cost destination so we need to demonstrate the best,” he added.