The “Nothing Like Australia” campaign, a $164 million tourism campaign targeting Chinese visitors has just launched in Shanghai and will continue to roll out over the next three years. The campaign, which targets China’s three major cities — Beijing, Shanghai and Guangzhou, will expand to the growing middle and upper class cities of Chongqing, Hangzhou, and Nanjing.
Chinese tourists earned Australia approximately AUS$3.8 billion in 2011, making it Australia’s most valuable and fastest growing tourism market. “We have to constantly remind international visitors that Australia possesses tourism attractions, products and experiences that are amongst the best in the world,” said Australian Tourism Minister Martin Ferguson.
The campaign covers not only print and broadcast advertisements, but also aggressive social media platforms, leveraging Tourism Australia’s three million Facebook fans. The website has also been updated, and an app has been developed.
“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 long lasting in a fast-changing global tourism environment,” said Andrew McEvoy, Managing Director of Tourism Australia.
Mr. McEvoy said China was the logical location to launch the new creative, in line with Australian tourism’s transition in this Asian Century and supported by recent research, showing that Australia tops the travel preferences of its Chinese urban elite target audience.