Tidy idea from Tourism Australia through its latest promotional campaign to attract visitors to the country – use residents to provide the ideas and web content.
The NothingLikeAustralia website is part of a wider and global marketing campaign currently running in one of the peak booking periods for overseas travellers thinking of going to the country later in 2010 (especially the hordes of England cricket fans expected for the Ashes series).
The project started in mid-April this year with a call to people in Australia to send in pictures of their favourite experience in the country, backed by a competition to win a trip.
Tourism Australia has since developed the NothingLikeAustralia site to place all the uploaded content onto an interactive, flash-heavy image search tool on a Google Map.
Users can select a region or city to see what experiences are available (currently around 29,000) before selecting an individual image to discover more information, similar types of trip and links to more content back on the main Australia.com portal.
The map site includes the ability to save favourite experiences for browsing at a later date as well as the inevitable sharing tools via social media, as well as a quick step to accommodation booking for each trip.
The wider promo vehicle also includes a new global TV ad.