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.
httpv://www.youtube.com/watch?v=vOCJDl34PVM
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.
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The idea was really really good, but that video… So amazingly bad. I forgot to add in my post about it that there are nearly no non-white people ad… which is silly, Australia is extremely multi-cultural.
Every stereotype in the first video they ran (At the top of this post) they INCLUDED in the final international ad. I know its hard to tell from all of this, but Australia really does have an amazing modren, marketable culture.
@graham – what do you think is there motivation for not including the multi-cultural element then?
I think they included everything they always include in their adverts- Kangaroos, the outback, shrimp on a barbie etc… I’m not sure what their motivation would be to exclude the multi-cultural element, but it’s totally unrealistic.
I think the multi-cultural aspect of Australia is a HUGE drawcard, the food here is authentic and amazing due to our proximity to Asia. I guess only Tourism Australia knows why they chose to go the route they went, but it feels like a wasted opportunity.
@Graham I think the new Tourism Australia ad campaign (the song) drew inspiration from Andrew McEvoy’s (MD of Tourism Aus) slicked back hair style!
http://www.youtube.com/watch?v=NhFJekPZYvs