According to Tourism Australia, there’s nothing like Australia.
From The Age (which also features TA’s video):
Australians will be invited to go into bat for Australian tourism as part of the first phase of a global tourism campaign that turns traditional tourism advertising on its head.
In the middle of next month the Federal Government will begin a promotion to invite Australians to upload photos of their favourite holiday spots accompanied by a short explanation of why they think ‘There’s nothing like Australia’ – the tagline that underscores the new $4m campaign.
It is the first time that the federal tourism organisation has explicitly asked Australians to get behind a new advertising campaign, after the polarising efforts of ‘Where the Bloody Hell Are You?’.
Tourism Australia expects to upload as many as 15,000 photos to a specially designed interactive website that will build up a ’mosaic’ of Australia as told through the eyes of Australians. More than 1,000 keywords will allow prospective tourists to search an interactive map for experiences rather than mere destinations, the agency said.
It seems in its anxiety to avoid another “Where the bloody hell are you?” blunder, TA has gone to the opposite extreme of vanilla and boring. Blah.
It won’t offend anybody and it translates into other languages (unlike the last attempt which didn’t work at all in Japanese) but will it inspire anyone to travel here? Worst of all, it has the ability to be flipped around i.e. “There’s nothing like…” being eaten by a shark. Tourism Queensland currently has the same issue (“Where else but Queensland” could be in simultaneous flood, drought and cyclone devastation?)
Sorry TA, it’s not a monumental fail like your last attempt but it’s too bland for anyone to care enough to submit their ideas.
Update 5 April: This is what I was afraid of…