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Tourism Australia Launches £1m Campaign in UK

Tourism Australia Launches £1m Campaign in UK

Tourism Australia will launch the next phase of its global campaign in the UK on Monday 17th September. The £1m advertising campaign, ‘There’s nothing like Australia’, will be targetted at affluent 50- to 69-year-olds and position Austrlia as “an achievable hoilday destination that offers premium unique experiences”, said Rodney Harrex, Regional General Manager, Tourism Australia.

The campaign will launch in partnership with Qantas and will include a 30-second TV advert supported by online, mobile and print elements. It will run until 28th October and will be followed by Tourism Australia partnerships with other UK – Australia airlines and will be extended through strategic tie-ups with tour operators.

The campaign features attractions such as the Bungle Bungles in The Kimberley, Sydney Harbour, Uluru, the Great Barrier Reef’s Lizard and Hayman Islands, Freycinet in Tasmania, and South Australia’s Kangaroo Island.

Rodney Harrex added: “When we first launched ‘There’s nothing like Australia’ in May 2010, it was built to last and designed to be flexible. Now is the right time to evolve the campaign to remain competitive and position Australia as an achievable holiday destination that offers premium unique experiences. We want to inspire our primary target audience in the UK – an affluent long-haul traveller aged 50-69 – to make this the year they travel to Australia.”

This second phase of Tourism Australia’s ‘There’s nothing like Australia campaign’ will be active in 18 of Tourism Australia’s key global markets by the end of 2012.

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

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