Tourism Australia and DDB Sydney launch global campaign – TVC directed by Aussie expat Michael Gracey (T-mobile, Evian ‘Roller Babies’)

TourismAustralia today launched the second phase of the global campaign topromote Australia, created by its global agency partner DDB Sydney. Designed to invite the world to discover Australia for themselves, thecampaign focuses on what is unique and iconic to Australia – its peopleand its landscape – through online, print and video.

Shot by acclaimed Aussie expat director Michael Gracey, the man behind the tremendouslysuccessful T-mobile campaign and YouTube’s most watched commercial, theEvian Roller Babies, the campaign video (iPhone/iPad users view the spot here) will connect consumers withAustralia’s landscapes and people through a song, jointly composed bymusician Josh Abrahams and DDB Sydney, which is sung by a variety ofAustralians amidst various iconic Australian locations.

(The video has been likened by a few CB Australia Bloggers to the Discovery Channel ‘I love the World’ spot from 2008 via 72andSunny, Los Angeles, which has had more that 5 millions views on YouTube. View comments on the CB Australian Blog).

This follows on from Tourism Australia’s There’s Nothing Like Australiafirst phase of activity, which invited Australians to share theirfavourite holiday experiences in Australia along with local insidertips.  The online promotion, which ran from 15 April to 12 May 2010,received close to 30,000 entries, making it one of the more successful,national user generated campaigns to date. It also provided the basisfor the new website, which allows visitors to access an interactive mapand find travel experiences based on their personal interests; be itwildlife, culture, activities or destinations.

Taking inspiration from the first phase of activity, the print andvideo elements of the campaign build on these ideas based on consumerresearch and trade insights. 

Says Tourism Australia’s Executive General Manager Marketing, NickBaker: “From the get go, we have listened to the Australian public andthe industry, and found that 80 per cent of Australians wanted topromote their country as a travel destination.  We worked with the teamat DDB Sydney to build a campaign that reflected the views of theconsumer, the trade, and the Australian people. It was important to usthat this campaign was simple, universally appealing and one that wouldstrike a chord with international visitors by using insights from theAustralian people.”

Agency: DDB Sydney & TribalDDB

Photography: Anson Smart