Its new advert has seen the tourism board team up with Qantas with spend at more than £1m. It includes well-known Australian attractions and “premier tourism product” to appeal to high-end travellers.
“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 position Australia as an achievable holiday destination that offers premium unique experiences. We want to inspire our primary target audience in the UK – an affluent long haul traveller aged 50-69 – to make this the year they travel to Australia,” explained Rodney Harrex, regional general manager for the UK and northern Europe at Tourism Australia.
The campaign will run until 28 October 2012 with more airline tie-ups and tour operator partnerships to follow.