TOURISM Australia has launched a global campaign featuring Australia’s aquatic and coastal destinations on January 25, the eve of Australia Day.
Themed There’s Nothing like Australia, the campaign highlights experiences from every Australian state and territory including a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkelling at the Great Barrier Reef; kayaking through Katherine Gorge; driving on the beach in South Australia; cycling around Lake Burley Griffin; sailing through the blue waters of Rottnest Island; and walking the recently launched Three Capes Track in Tasmania.
Virtual reality (VR) technology and user generated content (UGC) will also feature heavily in the promotions and will complement other existing Tourism Australia marketing activities, such as its food, wine and indigenous experiences.
“This campaign has been designed to be incredibly immersive and capture what it feels like to be in Australia and to experience for yourself being on, in or near the water,” said Lisa Ronson, chief marketing officer, Tourism Australia.
“By using VR and 360 (degrees) technology, we hope to inspire prospective travellers considering Australia for their next holiday and get them to take that crucial next step towards making a booking.”
Tourism Australia will spend A$40 million (US$28 million) over the next six months unveiling the new campaign, firstly in the US with a joint campaign with Virgin Australia before heading to other key international markets.
