Tourism Australia reveals campaign plan

Tourism Australia reveals campaign plan
By admin


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.

Latest News

  • Destinations
  • News

APT Launches 2025 Asia Adventures

APT has launched its Asia Adventures for 2025, including new luxury holidays in India, Sri Lanka and Japan. Five new tours lead guests to the highlights of India, including a seven-night cruise along the rarely travelled Lower Ganges aboard the Ganges Voyager. Further south, Sri Lanka’s greatest destinations are revealed on a new 15-day Land […]

  • Cruise
  • Luxury
  • News

Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit

Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]

  • Luxury

Malolo Island Resort opens brand new Spa

Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]