Tourism Australia will continue with its There’s Nothing Like Australia theme for years to come as managing director Andrew McEvoy spoke of the need for consistency.
He said the country’s marketing strategy has been too inconsistent but it now had a messaging and strategy that would “stand the test of time”.
“In marketing, consistency is all,” he said. “Our view is that this should be our line for the next decade and for the next 20 years.”
Tourism Australia has worked with 180 partners in the initial phase of the campaign with a similar number sought for the new push.
The campaign will begin in China, UK, US and Australia where $5 million be spent marketing locally. Indonesia will see the campaign in July followed by India, Singapore and Malaysia in August and Japan, South Korea, Germany, New Zealand, France and Hong Kong in September.
The Australian campaign will feature all states and territories and include 100 regions and 250 tourism operators.
McEvoy said the China roll out is likely to spread to secondary cities next year.
Meanwhile, Tourism Australia is prearing to launch a global campaign for the youth market.
