Australian wildlife, Kangaroo – Source: Tourism Australia

Sydney city - Source: Tourism Australia

The next phase of Tourism Australia’s global advertising campaign will be unveiled in Australia’s key visitor market, China.

Starting with a new broadcast ad showing in Shanghai, the campaign will roll out to 25 countries in 17 languages continuing the globally successful pitch, There’s nothing like Australia.

Tourism Australia managing director Andrew McEvoy said China is a logical place to start, being a big part of efforts to double overnight visitor expenditure to $140 billion by 2020.

“Tourism Australia is focused on marketing Australia’s unique tourism attributes where the greatest tourism growth opportunities exist,” Mr McEvoy commented.

Last year 542,000 Chinese visited Australia, representing almost 20 per cent growth compared to 2010.  In 2012 the number is expected to exceed 600,000 visitors.

"The real test and true success of any campaign is how it performs with consumers in key international markets,” Mr McEvoy continued.

China has responded well to Tourism Australia’s There’s nothing like Australia campaign so far, better than anywhere else.  According to Tourism Australia, over 90 per cent of Chinese who viewed the campaign said they considered a trip to Australia.

While the campaign, that uses rich digital applications and modern, relevant images of Australia, was launched in China it doesn’t mean that Australian’s will miss out on the campaign.

“We will of course undertake significant domestic campaign activity and Australians will get to see the new broadcast ad on TV, in the cinema and online and in new media platforms at the same time we do the big reveal in Shanghai,” Mr McEvoy said.

Building on an already successful and established platform, this new phase of the campaign takes it a step further by specifically focusing on the quality and highlights of the very best Australia has to offer.