Tourism Australia's aquatic and coastal campaign was launched in New York on Australia Day eve, January 25 2016. It will include a series of international television commercials, featuring a voiceover by Melbourne born, Australian actor and newly appointed Tourism Australia global ambassador Chris Hemsworth.
The newly filmed campaign features over a dozen distinct experiences representing every Australian state and territory. Flying over Victoria's stunning Great Ocean Road and 12 Apostles in a helicopter will form one of these hero experiences, while Victoria's mighty Murray River region with its many on-water experiences and unique Australian bush setting will also feature in the campaign.
The global marketing push makes use of ground-breaking virtual reality technology and user generated content in a way never before seen in destination marketing. Fully integrated print, digital and PR activity will facilitate the promotion of Victoria's diversity of state-wide aquatic and coastal regions.
Tourism Australia will spend A$40 million over the next six months rolling out the new campaign - starting in the US with a joint campaign with Virgin Australia and then across other key international markets, including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.
Nick Foa, Chief Executive Officer, Tourism Victoria said the marketing campaign will help cement Victoria as one of the world's must-visit destinations for nature and wildlife.
“As one of the world's most spectacular and internationally recognised coastal drives, the Great Ocean Road offers striking imagery for showcasing regional Victoria overseas, but there is much more to discover in the region, from the wildlife and surf towns to rainforest and mountain biking adventures.”
“We are also excited to have an opportunity to showcase, and in many ways introduce, the Murray region to more international markets. This quintessentially Australian landscape is where the bush meets the river and where travellers can choose between historic paddle-steamer or horseback to explore the many cellar doors and heritage towns.”
“Victoria offers a breadth of aquatic and coastal experiences. Whether it's the nightly parade of little penguins at Phillip Island, paddling with a platypus, snorkelling with giant stingrays, water skiing on lakes or hitting the surf.” said Foa.
More details of the campaign including the broadcast ad are available at www.tourism.australia.com/Aquatic and Tourism Australia's multi-media release at http://www.multivu.com/players/English/7742051-tourism-australia/
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