- Tourism Australia’s latest broadcast ad has been voted “Australia’s Favourite Ad” at the 2012 Mumbrella Awards.
- “In the three months since the global launch of our latest broadcast ad it has gained a huge groundswell of support and this latest award is further testimony to its global appeal and the high quality tourism products Australia has to offer,”Andrew McEvoy, Managing Director, Tourism Australia.
The latest broadcast ad at the heart of Tourism Australia’s global marketing campaign – There’s nothing like Australia – has been voted “Australia’s Favourite Ad” at the 2012 Mumbrella Awards.
Launched in June, the broadcast commercial features panoramic footage of Australia’s best attractions with the song “It’s Like Love” as the soundtrack. After initially being shortlisted by its jury panel of experts, Mumbrella conducted market research for the public to decide “Australia’s Favourite Ad” from a short-list of seven.
Tourism Australia Managing Director Andrew McEvoy welcomed this latest accolade as endorsement of the appeal of the latest commercial amongst both consumers and industry experts.
“In the three months since the global launch of our latest broadcast ad it has gained a huge groundswell of support and this latest award is further testimony to its global appeal and the high quality tourism products Australia has to offer,” Mr McEvoy said.
“As well as our key international markets, Australia is a key focus of this campaign and it is great to see it hitting the mark with Australians.
“Despite it still being early days for the campaign, since its roll out domestically the broadcast ad has already received more than 17.5 million online views in Australia.
“It is fair to say the commercial has all the right ingredients – incredible imagery of our country’s iconic and world class tourism experiences backed with a song that has a strong emotional appeal with our target consumers,” Mr McEvoy said.
The broadcast ad soundtrack, “It’s like Love”, was co-written and performed by Australian singer-songwriter, Dewayne Everettsmith, and American viola player, Jasmine Beams as part of an innovative Tourism Australia marketing initiative – Making Tracks.
The commercial is part of Tourism Australia’s $250 million There’s nothing like Australia campaign, which is currently rolling out across all key markets, including Australia, over the next three years. This includes A$180 million invested by Tourism Australia and up to A$70 million in additional funding from industry partners to support joint marketing activities, aimed at promoting Australia with a clear and consistent voice.
In addition to the broadcast ad the latest phase of the campaign features print executions and a new interactive tablet app and hub onaustralia.com, to enable customers to delve deeper into the stories played out in the ad and more information on the locations.
The new creative for the latest phase of the There’s nothing like Australia campaign was developed by DDB Group Sydney with the broadcast commercial directed by award winning Australian director Sean Meehan.
