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TD breaking news – New international campaign for Tourism Australia

Aussie superstar Chris Hemsworth backs the latest in There’s Nothing like Australia. 

Foreign Minister Julie Bishop has just unveiled Tourism Australia’s latest advertising campaign at an event in New York, with the new promotion highlighting Australia’s world-class aquatic and coastal experiences.

The launch, hosted by Aussie chef Curtis Stone with a Luke Mangan-designed menu, included the unveiling of a new TV commercial voiced by newly anointed Tourism Australia global ambassador, Hollywood hunk Chris Hemsworth – to view CLICK HERE.

“Already 70% of our international visitors enjoy an aquatic or coastal experience as part of their trip to Australia, so this is a campaign we know will resonate strongly across all our key markets,” said Tourism Australia md John O’Sullivan.

He said Hemsworth’s voiceover would provide an “authentic an influential voice to help tell the country’s story”. The campaign will complement existing Tourism Australia marketing activities including its current Restaurant Australia and Indigenous experiences focus.

The newly filmed campaign features around a dozen distinct experiences representing all Australian states and territories, with Tourism Australia chief marketing officer, Lisa Ronson, saying the destinations would be brought to life using the latest virtual reality technology and compelling user-generated content “on a size and scale never before seen in destination marketing”.

$40 million will be spent over the next six months rolling out the campaign, starting out with a joint promotion with Virgin Australia in the USA and then across other key international markets including the UK, China, Japan, South Korea, Singapore, Indonesia, India, Malaysia and New Zealand.

To view the longer version of the new advertisement CLICK HERE.

To view 360 footage of Port Lincoln, South Australia CLICK HERE.

More details in tomorrow’s issue of Travel Daily.


The above Breaking News Alert was sent to Travel Daily subscribers on 26 Jan 16

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