Tourism Australia has just launched a new global advertising campaign to promote Australia as a tourist destination. At the “heart of the campaign”, as described in the official media release, is an interactive Google Map Flash application featuring almost 30,000 images and stories submitted by the Australian people. All images are referenced to specific locations on the map and even remote places get good coverage. It is a simple image browser concept but quite attractive in design and functionality.
“… research found that 80% of Australians wanted to promote their country as a travel destination so we invited them to share their pictures and stories at the campaign website,” reads Tourism Australia media release. “Australians have identified our people, wildlife, beaches, the reef, the outback, vibrant cities and laid-back lifestyle as the things that make Australia a unique and special place to visit. These suggestions are highlighted in all the elements of the new campaign.”
After somehow controversial but attention grabbing “Where the bloody hell are you?” slogan used in the 2006 campaign, the new one - “There’s nothing like Australia” – may appear a bit plain but it certainly reflects well what Australians and visitors who ventured Down Under think about this place! However, because Australia is so unique, there are certain things you should be aware of, not to spoil your holidays. Here are a few words of advice: “What every traveller to Australia should know”.