‘There's nothing like Australia’ launches in China

The global branding campaign will take on a local adaptation for the two Chinese markets it is aiming to attract through TV commercials, online banners and print promotions.

Nothinglikeaustralia.com has also been made available in traditional and simplified Chinese for Chinese and Hong Kong readers.

To mark the launch, Tourism Australia is hosting an online voting competition to win plane tickets to Australia. The campaign was first launched in Australia during March this year, asking Australians to share their personal experiences and best kept secrets of the nation. 3,500 videos were submitted which has now been opened up to Greater China to vote for their favourite.

This campaign follows a bumpy two years for Tourism Australia's marketing direction after previous campaigns like ‘Where the bloody hell are you?’ in 2008 and ‘Come walkabout’ in 2009 launched to mixed reactions.

Following the launch of ‘There's nothing like Australia’ in Australia, managing director of Tourism Australia Andrew McEvoy explained that the organisation has put a lot of emphasis on research and surveying from an Australian perspective.

The new campaign hopes to bring more insights to the country's culture.