Actor Chris Hemsworth & Ads Focus On Beaches & Water Activities
First, it hired actor Chris Hemsworth as its “global ambassador.” That had many girls’ hearts pumping. And now, there’s an international advertising campaign focusing on its beaches, oceans and water activities.
Australia is getting aggressive in pursuing travelers to make the trip Down Under with these two new marketing initiatives to start 2016. Where, by the way, it’s already summer.
“While Australia is known for its natural beauty, the world still doesn’t have a full appreciation of the breadth, depth and quality of our aquatic and coastal experiences,’ said Tourism Australia Managing Director John O’Sullivan in explaining the theme for the current ad campaign.
“They’ve always been an important part of our destination story but they’ve never before taken centre stage,” he said.
‘There’s Nothing Like Australia’
The ad campaign, called “There’s Nothing Like Australia,” features a helicopter ride over the 12 Apostles; swimming in Sydney Harbour; snorkeling on 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.
There’s a lot more to Australia, of course, and PubClub.com has experienced some of it along the coast, including taking a scenic hike to a lighthouse high on a cliff in Byron Bay, a swim in a clear lagoon on Manly Beach outside of Sydney and riding the ferries in Sydney, a simple yet fun activity.
Tourism Australia will spend A$40 million during the next six months rolling out the new campaign – starting in the USA in a joint campaign with Virgin Australia, then across other key international markets including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
“Australia has always had the advantage of being a highly desirable destination,” said Tourism Australia Chief Marketing Officer Lisa Ronson. “The challenge is how to create a sense of urgency to visit that counters those perceived barriers such as time, distance and cost.
“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.”
To that, PubClub.com says “good luck, mates!”