Tourism Australia’s ‘There’s Nothing Like Australia’ campaign has received positive feedback from potential visitors overseas with data from online monitoring firm Webtrends showing that 70 percent of social media feedback was by people who liked it.
Despite being accused of too stereotyped and dated, the campaign had a 64 percent positive response rate from the key US market.
Futurebrand managing director Tim Riches said the campaign is “old-fashioned and a little crude in some respects, but that is what will make it effective in international markets”. Futurebrand charts the marketing performance of the world’s most popular countries through the annual Nation Brand Index.
The campaign cost $180 million and features an original jingle called ‘There’s Nothing Like Australia’ over footage of beaches, deserts and Australian fauna.
