Tourism Australia: There's nothing like Australia

Tourism Australia, the Australian government agency responsible for attracting international visitors to Australia, drove visitation to the country by Indian tourists by focusing on the promotion of uniquely Australian experiences online.

Campaign details

Advertiser: Tourism AustraliaBrand: Tourism AustraliaCountry: India

Objective

When we set on our journey in the Indian market in 2016-2017, our aim was to drive visitation to Australia by featuring among the top holiday destinations in the consideration set of an Indian traveller.

With insights from in depth consumer research, the campaign focused on reinvigorating perceptions of Australia's high-quality food and wine experiences, along with aquatic and coastal offering – key drivers in people choosing holiday destinations. Our aim was to build on our successful campaign, 'There's Nothing Like Australia' since Australia has the...

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